Native Gmail Ads

Gmail ads are shown at the top of your inbox tabs. Some of these ads are expandable. When you click one of these ads, it may expand into an email-sized ad with videos and images. This expandable format can help you meet different advertising goals. When someone clicks an expandable ad, the following clicks on the expanded content are free.

This article tells you how to create Gmail ads, and set bids for them. It also includes information about how to measure your results in reporting.

Gmail Ad Instructions

Many sophisticated features and types of targeting, like Customer Match, are compatible with Gmail ads. To keep our users safe, though, Gmail ads are not compatible with certain AdWords features. When creating your Gmail ads, keep in mind the following points:

How to create a Gmail campaign

  1. Sign in to your AdWords account.
  2. Click Campaigns in the page menu. 
  3. Click the plus button , then select New Campaign
  4. Select one of the following goals: SalesLeads, or Website traffic. Or, choose not to use a goal. 
    1. If this step doesn’t reflect what you’re seeing in your account, select a campaign type first then select a goal. Learn more about goals in the new AdWords experience.
  5. Select the Display campaign type.  
  6. Select Gmail campaign, then finish creating your campaign.

 

There are two ways to create ads:

1. Create: 

  • You can upload your text, image, and video assets and we will optimize your creative for you. 

2. Upload: 

  • You can upload a single image ad. Learn more about Gmail ads
  • You can create a fully customized HTML ad and upload via a zip file containing an html file, images, a collapsed ad image, and a teaser.txt file. Learn more about Custom HTML

 

How to create a Gmail ad

  1. Sign in to your AdWords account.
  2. Choose Display campaigns from the navigation panel. 
  3. In the page menu on the left, click Ads & extensions. 
  4. Click the plus button .
  5. Select Gmail ad.
  6. Provide the required information to create a Gmail ad. 

 

How to upload a Gmail ad

  1. Sign in to your AdWords account.
  2. Choose Display campaigns from the navigation panel. 
  3. In the page menu on the left, click Ads & extensions.
  4. Click the plus button . 
  5. Select Upload Gmail ads or select Upload display ads then select a Gmail campaign.
  6. Provide the required information to create a Gmail ad.

 

How to target your ads

There are several ways to target your Gmail ads to the right audience. The following are the only types of Display Network targeting available for Gmail ads.

  • You can create Customer Match audiences using a list of customer emails from people who have provided their email addresses to you or your company.
  • You can use similar audience targeting based on your Customer Match audience.
  • You can add the following targeting options: remarketing, in-market, affinity, audience keywords and demographics. 

 

Ad specifications

Important policy note: All the parts of your ad need to link back to the same advertiser (you) and be relevant to the product you’re promoting. For example, the “sender” name needs to represent the same advertiser as the one in the display URL field.