Google has today introduced a new "Sponsored" label for Gmail ads on mobile devices worldwide, excluding EU countries. This change has been implemented to make it easier for consumers to distinguish between ads and organic promotional messages.
This update has introduced a subtle layout change by placing the "Sponsored" label next to the brand name in the title instead of below it on the second line. This change is intended to enhance the visibility of advertisements.
Why this change?
Google has provided
let them know that they are expanding the use of the "Sponsored" label because it is "a next step towards a cohesive advertising designation across all our platforms."
Why now?
This update follows the initial introduction of the "Sponsored" label for search ads by Google in 2022. The aim is to help consumers "understand the information" they see and to ensure that ads are clearly labeled.
Why this is important.
Making the label of your advertisement clearer can impact the click-through rate of your ads. So pay close attention to when this change takes effect and monitor your campaign's performance to see if the number of clicks increases or decreases over time.
This update applies only to consumer accounts on mobile devices, as there are no ads in paid Gmail accounts. In consumer Gmail accounts, ads are displayed in the 'Promotions' tab. This tab contains both paid advertisements and organic offers from brands.