• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV Advertising
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV Advertising
      • Press
      • Radio
      • Inserts
      • Door to Door Advertising
      • Outdoor
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / Digital / When a Google Shopping ad becomes a Gmail placement

When a Google Shopping ad becomes a Gmail placement

20th February 2020 by Dan Morley

How do you create more competition within an auction? Allow other formats to compete on the same space – essentially expanding out the auction and bringing more formats into the mix, to help keep the auction healthy.

Last summer, Google announced Discovery ads – a new format designed to monetise their Discover Now feed (right), which boasts 800m users globally and previously carried no ads. But to ensure some level of competition upon launch, the format also runs across the Google Display Network (GDN), YouTube static formats and Gmail, the latter of which possesses 1bn active global users.

Discovery ads see Google removing some of the more manual adjustments from optimisation and place more in the hands of machine learning. For example, you can’t remove placements, as Google looks to monetise its online properties. Instead, to achieve their goals, advertisers are required to put their faith in the machine to manage bid strategies and deliver this.

More recently, Google announced that from March 2020, Google Shopping ads from search will now be eligible to run across Gmail placements, allowing those higher cost per click (CPC) shopping placements to compete directly with Gmail Sponsored Promotions (GSP). Google grew Q4 revenue 17% year-on-year in 2019, to $45bn, but perhaps this is not enough for the search giant as it looks to further monetise its vast network of web properties – while at the same time blurring the lines between the formats.

All Response Media viewpoint
While we continue to drive client campaign performance, we embrace a move towards buying based on data signals and intent. When bidding for audiences with a higher propensity to convert, our focus is on exactly that and less about the placements. If we can target users with high intent across the GDN, Discovery feed, YouTube, Shopping, Maps and Gmail with the most relevant format then, it benefits all involved.

Allowing formats to run across more placements achieves this and ultimately provides greater reach, as well as giving Google more 1st party scope to reach those users. This has the potential to pull more advertisers into each mix, willingly or otherwise. Advertisers that might have previously only been active on Shopping will now be active across Shopping and GSP – which could inflate the auction. Moving to machine learning then puts the focus on letting the machine drive the result, by giving it ‘more’ to optimise and work with, where previously All Response Media have had huge success with carving out niches. So, while we are in favour of this move, we have also always enjoyed the level of control and transparency that allows intervention. Time will tell how this evolves and develops.

Read more information on our digital services.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy