Google today introduced a new “Sponsored” label for Gmail ads on mobile devices worldwide, excluding EU countries.
Additionally, the layout of Gmail ads has been updated to place the sponsored label next to the brand name instead of below the second line of the title, a subtle change.
Gmail ads on mobile now look like this:
Gmail ads on mobile previously had a green “Ads” label, as shown below.
What is the reason for the change? Google told Search Engine Land that it is expanding its use of sponsored labels because “this is another step in creating consistent advertising labels across our surfaces.”
Why now? The update follows Google's introduction of sponsored labels for search ads for the first time in 2022, to help consumers “understand” what they see and ensure ads are clearly labeled. It was intended to.
why do we care? Making your ad labels more descriptive can impact your ad's click-through rate. Therefore, be sure to note when this change takes effect and monitor your campaign performance accordingly to track whether the number of clicks increases or decreases over time.
Consumer accounts only. Paid Gmail accounts don't display ads, so this update only applies to personal Gmail accounts on mobile.For consumer Gmail accounts, the consumer account's[プロモーション]Ads will be displayed on the tab. This tab includes both paid ads and organic offers from brands. For example, an email with details about a sale from your favorite store might[プロモーション]Examples of real offers you can find on the tab.
What Google is saying. Google told Search Engine Land in a statement:
- “The new sponsored label will appear before the advertiser's name on mobile, making it easier for users to distinguish between ads and organic promotional messages.”
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