The Paid Promotions tab enables you to configure and manage quarterly ad campaigns for your product across G2.
Basics of Paid Promotions
Where Paid Promotions appear on G2
Your promotion appears in different positions depending on the page type. On category pages, it appears in the third position. On alternatives pages, it appears in the first position.
You can run a Paid Promotion on:
- Any category page that includes your product.
- Any alternatives page for a competitor in a mutual G2 category.
- Main category pages for software products listed in Expertise (service profiles only).
Duration and inventory
Paid Promotions run for three months by default. After checkout, you can enable automatic renewal to continue your promotion in future periods.
Inventory is limited to three products per page. Your promotion will be shown to ⅓ of the visitors.
After the period begins, you can still purchase Paid Promotions. G2 may offer prorated pricing depending on available inventory.
Ad design
Paid Promotions use a standardized ad design. This design is optimized for consistency and performance across G2 pages.
Purchasing Paid Promotions
To sign up for Paid Promotions, go to my.G2, then select G2 Advertising > Manage. In the Paid Promotions panel, select Create Campaign.
1. Choose pages
The Category Placements panel lists each of your G2 category pages and the estimated engagement for your promotion.
The Competitors’ Alternatives Placements panel lists each of your competitors alongside estimated engagement for your promotion on their G2 Alternatives page.
Select the checkbox for each page you want to purchase. The right sidebar updates with your total spend.
(Optional) 2. Choose your destination URL
Use the Determine Paid Promotion URL section to enter a Custom URL for clickthroughs on your promotion.
By default, G2 uses the URL listed on your product profile. To track performance, add UTM parameters directly to the custom URL you enter.
2. Choose payment method and accept terms
Review your total spend in the Cost Summary panel, then select Proceed to Checkout.
From the Checkout page, enter a primary billing contact and choose your payment method.
You can pay by credit or debit card, or select Invoice me to generate an invoice, which must be paid within 15 days. G2 sends the invoice to your specified primary billing contact.
After entering your payment information, acknowledge and Accept G2’s Paid Promotions terms, then select Purchase to complete your purchase.
Managing Paid Promotions
After submitting your Paid Promotions order, you can purchase additional placements, and change your destination URL from the Manage tab.
You can also use the Renewal dropdown for each Paid Promotion to guarantee your ad placement for future periods.
G2 offers the following renewal options:
- Let expire: Your Paid Promotion ends after the current interval.
- Renew once: Your Paid Promotion renews for the next interval only.
- Auto-renew: Your Paid Promotion renews indefinitely.
You can change your renewal options at any time. Renews are processed within two business days prior to the start of the next period.
Customizing destination URLs
After activation, you can customize destination URLs for each selected category and competitor.
To customize a destination URL:
- Go to my.G2, then select G2 Advertising > Manage.
- On the Paid Promotions panel, select Edit.
- On the Paid Promotions Settings page, scroll to the Destination URL section.
- Expand a topic or competitor.
- Enter a destination URL, and then select Save.
Add UTM parameters directly to the URL for tracking.
For subscription customers, you can configure organic listing destination URLs in Product profile > Product Information > CTA settings.
Analytics
Once your paid promotion is live, go to G2 Advertising > Analytics to view performance metrics. From there, select Paid Promotions Analytics.
