SEO
07
NATIVE GMAIL ADS ARRIVE IN ADWORDS FOR ALL
Email is a big part of our everyday routines as a go-to place for staying in touch with family, friends and colleagues.
It’s also a great way to get the latest updates from our favorite brands, whether we’re hearing about a huge
weekend sale, getting deals on vacation packages, or learning about a new cutting-edge product. Starting today,
these native Gmail ads are now available for all advertisers directly in AdWords.
Rich and interactive ad formats
As we’ve developed Gmail ads, we’ve tested various formats to see what users find most engaging. One
improvement we’ve made is to remove standard text ads from Gmail and show fewer, higher-quality native ads that
integrate more seamlessly with the inbox experience.
With today’s announcement, advertisers can manage native Gmail ads right in AdWords by setting up a Display
Network campaign and creating a Gmail ads format in the Ad gallery. The ad has two main parts:
The collapsed ad that users initially see that matches the look and feel of the Gmail inbox. Users can click on
this to expand it and get more details.
The expanded ad unit is triggered by a click on the collapsed ad. This is a full-page native ad that recreates
the informational and visual richness of a landing page. After users click to expand, any subsequent clicks on
your content are free, including clicks to save the ad to your inbox or forward it to others.
Advertisers can choose from several customizable Gmail ads templates for the expanded ad unit. They can feature a
single image, highlight a promotion that combines an image with a description and call-to-action button, or
showcase multiple products at once. The custom HTML format offers the greatest amount of flexibility in how you
configure your assets and allows you to create an even richer ad experience by including videos, forms, phone
numbers, and multiple links and calls-to-action.
Reach your audience with advanced display targeting
You can use most of the display targeting options you’re already familiar with like keywords, affinity audiences,
demographics, and topics. For example, a sports apparel advertiser could select relevant topics like “Fitness” and
“Sporting Goods” or reach people in the “Health & Fitness Buffs” or “Running Enthusiasts” affinity audiences.
As Gmail ads have evolved, Google has continued to give users the ability to actively control the types of ads they
see. As with other Google ads, users can manage their ad settings to remove unwanted ads from specific advertisers.
They can also opt out of interest-based ads entirely.
55