Google AdWords advertisers using Gmail Sponsored Promotions (GSP) have a big change to make in their targeting.
DOM rewind: See this blog post for the basics of GSP.
What Is Domain Targeting & What Changed?
Google recently announced that starting September 28th, they’re ending the domain targeting feature in GSP.
Right now, you can enter specific domains (like directom.com) in the Display Keyword section of your GSP campaign and Google would scan email bodies and subjects for the specific domain. It’s a pretty targeted method of reaching people who have received information from, say, your competitors.
This new change removes the domain portion of the targeting. So in this case, moving forward you could only target “directom” as a keyword.
GSP targeting has always been a little bit of a mystery with Google. They’re basically crawling user inboxes and scanning recent email content for your selected targeting. Domain targeting at least gave you the opportunity to target users with emails from specific companies.
With the exit of domain targeting, you’re left with much broader keywords that could not only include emails from specific companies but also users simply talking about a company in an email.
If you decide to use the first part of the domain for keyword targeting, keep your eyes open for large increases in impressions and clicks that could drastically increase costs and throw your conversion goals off.
Be sure to update your GSP domain targeting before September 28th to keep your ads running.
If you’re interested in learning how you can drive better results with digital advertising, learn more about how to receive a free Google AdWords audit.