Google introduced the “Sponsored” label to Gmail ads on mobile devices globally, excluding EU countries.
Additionally, the design of Gmail ads has been updated, placing the Sponsored label next to the brand name in the headline instead of below it on the second line, resulting in a change subtle
Gmail ads on mobile now look like this:
Gmail ads on mobile previously appeared like this:
Why the change? The tech giant told Search Engine Land that it’s expanding the use of the Sponsored tag because “it’s another step toward creating cohesive advertising labeling across our surfaces.”
why now This update follows Google’s initial introduction of the Sponsored label to search ads in 2022, which was intended to help consumers “make sense of the information” they see and ensure ads are clearly labeled.
Why we care Making your ad tag more obvious has the potential to affect the click-through rates of your ads. So pay attention to when this change went into effect and monitor your campaign performance accordingly to track whether the number of clicks increases or decreases over time.
Consumer accounts only. This update only applies to consumer Gmail accounts on mobile, as there are no ads in paid Gmail accounts. In consumer Gmail accounts, ads appear in the Promotions tab of consumer accounts. This tab includes both paid ads and organic offers from brands. For example, emails from your favorite stores with sale details are examples of real deals you can find under the Promotions tab.
What Google says. Google told Search Engine Land in a statement:
“The new Sponsored tag comes before the advertiser’s name on mobile, making it easier for users to distinguish between ads and organic promotional messages.”
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deep dive. Check out our Gmail Ads guide for tips on how to increase brand awareness from a prospect’s inbox.
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