Google is making changes to the layout and labeling of Gmail ads on mobile devices in order to enhance the user experience and make it easier for users to distinguish between ads and organic promotional messages. The new “Sponsored” label will now appear before the name of the advertiser, making it more prominent and clear. This change follows Google’s introduction of the Sponsored label to search ads last year.
The updated layout positions the Sponsored label alongside the brand name in the title of the ad, rather than placing it below on a second line. While this may seem like a subtle change, it has the potential to impact click-through rates on ads. Advertisers should pay attention to when this change came into effect and monitor their campaign’s performance to track any changes in the number of clicks over time.
It’s important to note that these changes only apply to consumer Gmail accounts on mobile devices. Ads do not appear in paid Gmail accounts. In consumer Gmail accounts, ads are displayed in the Promotions tab, alongside organic offers from brands. The new Sponsored label aims to make it easier for users to distinguish between ads and organic promotional messages within this tab.
Google stated that the use of the Sponsored label is part of their efforts to create cohesive ad labeling across all their platforms. By making the ad label more obvious, Google aims to help consumers “make sense of the information” they see and ensure that ads are clearly labeled.
For advertisers looking to build brand awareness through Gmail ads, it’s important to understand these changes and adapt their strategies accordingly. The new layout and labeling may impact how users perceive and interact with ads. Advertisers can refer to Search Engine Land’s Gmail ads guide for tips on how to effectively utilize this advertising platform.
In conclusion, Google’s introduction of a new Sponsored label and updated layout for Gmail ads on mobile devices aims to enhance the user experience and make it easier for users to distinguish between ads and organic promotional messages. Advertisers should monitor their campaign’s performance to track any changes in click-through rates, and adapt their strategies accordingly.
