All posts by Ines Strmotić

Google AdWords Qualified Individual and member of highest scoring Croatian team on Google Online Marketing Challenge 2015. Google AdWords specialist who is expanding her internet marketing knowledge and skills daily.

Gmail Sponsored Promotion ads – best way to conversions

GSP ads are somewhere between the email and display advertising because the ads are created in display campaigns and show up within the Gmail platform.

More information about GSP ads can be found in this article. In second part of this post we shall show some results from one of our clients. Interesting about this case is that we started very broad targeting (interests) and then, after some time, we started to optimize.

 

How do GSP ads look like?

GSP ads appear in email form above received emails within the Promotions tab (Collapsed ad). After clicking on the ad, the user opens an ad that looks like an email (Expanded ad). After clicking on the call-to-action button in the expanded ad, the user is redirected to the landing page.

 

Collapsed ad example

collapsed ad

 

 

Expanded ad example

gsp ad veliki

 

GSP campaign results

We targeted customers within the GSP campaign based on different interests. For a start, we decided to advertise only one category of the client offers to see how does GSP campaign behave and how profitable it is to advertise through the GSP ads.

 

podaci - AW

 

6.91% CTR refers to the number of clicks compared to the number of impressions and do not represent the real CTR. If we calculate the ratio between the number of sessions and the number of impressions we get a 1.15% CTR which is quite high CTR considering that it is still a display campaign (average display campaign CTR is 0.20 – 0.30%).

 

podaci - analytics

 

Image above shows a significant difference between the clicks and the sessions. When someone clicks on an AdWords ad, the click is immediately recorded in the AdWords statistics. The Session is recorded only after the user was redirected to the landing page. 17,938 times users clicked on collapsed ad and 2,984 clicks on call-to-action button redirected users to the landing page.

Average cost per click was 2 RSD (0.02 EUR). Search campaign had twice as high cost per click – 4 RSD (0.03 EUR).

 

analytics gsp blog

We should also keep in mind display campaign’s main purpose – branding. But, the main results were this: 88 transactions, 111,977 RSD revenue and 272% ROI! Those were very good results for this type of AdWords campaigns. Do not forget – Testing different targeting can help finding the best audiences. Separate different targeting in different ad groups for easier control over the ads and cost per click.

 

Interesi - klikovi

 

Users who are interested in cooking and beauty generated most of the clicks and conversions.

 

Interesi - konverzije

 

Different targeting and more ad variations help in testing the best ad variation and users interest. GSP ads are dynamic and a large number of data is collected in short time. So, in short time you can see whether GSP ads are profitable or not. Also, some advice: to keep users attention, frequent ad change is a must.

Try GSP advertising and find out are they suitable for your business.

 

Increase revenue – advertise best performing products

No matter which channel is used for advertising, everyone wants to know which products are the most profitable. Analytics gives you insight in a number of sold products and revenue, but there is one more option for increasing profit.

To access best selling-products data you need to set up proper E-commerce tracking. Product data performance is available in Analytics Conversions report – E-commerce – Product Performance as can be seen in the image below. For a larger amount of data select websites best-performing products for a longer time period (at least 6 months).

analytics - product performance

To find out for ourselves how profitable is to advertise specific products, we decided to advertise 100 best selling product in the last 6 months. Products were divided in separate ad groups with specific features of each product ads. Ads performance analysis showed which features create the greatest response. During the first month of advertising, campaign indicated extremely positive results.

adwords - campaigns

With 16.58% CTR (click through rate) campaign was on the second place. For only €0.22 CPC (cost per click), ads were at great 1.3 position. There is a pretty big chance that competition will also advertise for some of best selling products which could result in higher CPC. We strongly recommend to control your ads performance on a daily basis and raise bids to keep ads positioned higher. The campaign had 5 conversions and 808% ROI in the first month of advertising from €52 investment and €10 cost per conversion. The campaign had € 471 revenue of total € 7 700 revenue.

analytics - revenue

 Return on advertising spend (ROAS) was 1 389.51%.

analytics - roas

Products advertising example:

Product advertising

The above image shows the perfect example of specific product advertising and which ads are optimized for that type of advertising.

Customers search products by name if they want to know more about the product, or if they already decided to buy a specific product. Customers don’t always see the difference between organic search results and paid ads so it is important to have your ads above organic search results.

Campaign performance showed that customers search for products by their name. For that reason it is necessary to advertise for the specific product and not only for general terms. Don’t forget to advertise for misspellings and typos. Familiarize yourself with product features and highlight them in your ads. Create different ads for one ad group and test their performance. That is the only way to find out which product feature result in sales.