22, May 2015: Industry specialists like to sprout our industry jargon and acronyms that persons outside their industry are usually never acquainted with or care to understand. Understanding this, and in an effort to make the meaning of certain terms used in its practice, Tucker, Albin & Associates, a leading commercial debt recovery and collection firm based in Richardson, Texas with an office in Denver, Colorado, has embarked on an ongoing education program to demystify its industry program.
Starting with the term GSP, the collection agency spokesperson explained it to be very similar to regular Google ads, which carries an image or logo, ad text with the aim to entice customers to click for more information.
“These GSPs are located within the Promotions tab in Gmail, comprising of a teaser ad, which then expands into a larger image once clicked,” explained Tucker Albin, adding further that these GSP teaser ads are located in the right rail, on top of or below the Promotional email messages.
“Once clicked on, the teaser ad expands into a larger image ad, which provides an obvious advantage to advertisers, who own 100 per cent share of voice, thus making it a lot easier to convince viewers to click to their website,” added Tucker Albin, who leads a strong management team, each having a minimum of 15 years’ experience. Tucker, Albin is unique in its tailored approach to debt collection. With a network of over 500 attorneys nationwide, Tucker, Albin & Associates is able to assist in commercial debt recovery efforts in all 50 states.
Another advantage is using GSP lies in the use of the CPC model, which calls for the advertiser to only pay when a user clicks their ad. This type if ad is easily shared with a forward button above the image, as well as a 'save to’ inbox button, making it convenient for users to check it out later if they are busy.
“CPC stands for (cost-per-click), and it means the amount you earn each time a user clicks on your ad. The CPC for any ad is determined by the advertiser; some advertisers may be willing to pay more per click than others, depending on what they’re advertising,” explained the spokesperson, thus making clear the meaning of another of their industry acronym.
Moving from making clear two of its industry term, the spokesperson now moved, explaining how one goes about setting and taking advantage the GSP process.
Simply put, the structure of setting up GSP is very simple, and according to the source, three of the main steps are:
- Enter basic information — Name of your campaign, start/end date, daily budget, max CPC etc.
- Create the ads you want to upload, upload them and request ad approval
- Select your targeting criteria
“One of the great features when you are selecting your criteria is that Google will give you an estimation of how large your audience is. With emphasis on the estimation part, this was designed to give you an indication of whether you should add more targeting or maybe be less restrictive. Besides, targeting for GSP is very similar to that of the Google Display Network with a few added features,” explained the source.
In addition to its set up, there a also a few reporting options within the GSP portal similar to that with AdWords, each breaking down the overall information available on the dashboard, pointed out the source.
Three of these reporting options involve the dashboard, the reporting criteria, and the health report, explained as follows:
- Dashboard: Gives you an overview of your campaign — clicks, users, how many users saved your ad, how many dismissed etc. during a given period of time
- Criteria Report: This is the most granular report. It takes a closer look at how each target criteria have performed during a period of time. So what percentage of users reached were a particular age or used an iOS phone.
- Health Report: This report focuses on the missed opportunities of your campaign. It shows the campaign’s servicing status, auction summary report, and stale ad, optimize status, daily spending target and budget consumption.
So what are the pros and cons to the GSP?
Firstly, the Advantages include:
- Useful if you want to reach new and existing customers.
- Looks like email — easy for a user to click thinking it’s an email not an ad.
- Expands to a larger image, giving the advertiser 100% share of voice — entice the user to click to your website
- Recipients can forward the message easily.
- Multi-criteria targeting of Gmail users
- Invoice based on CPC
- The interface is available on all devices which means you can reach as many people as possible on all screens
And the Disadvantages include:
- Users familiar with sponsored search results are less likely to accidentally click on the ad. To win them over, the copy will have to be very compelling.
- The ads are relegated to the Promotions tab.
- Very easy for users to dismiss ads. Great for users, not so great for brands.
- 30-day ad time limit. A user can block a specific ad and the ad will stop serving. Therefore, frequent creative refreshes are required.
“From our experience, we have seen success with GSP for our clients, reaching a high number of users, who engaged with our ad, for a reasonable price. For one of our clients, we saw a 10.70% CTR which was double their CTR for non-branded search campaigns,” said the source, but adding that even though time consuming in the beginning, with testing and refining, in the end the results spoke for themselves.
For Media Contact:
Tucker Albin, Owner
Tucker, Albin & Associates
Address: 1702 North Collins, Suite 100
Richardson, TX 75080