Ultimate Beginners Guide to Gmail Ads

One of my favorite best kept Google Ads secrets are Gmail Ads. Gmail Ads were first introduced in 2015 and are arguably one of the most underutilized strategies Google has given advertisers to reach people where they spend a lot of their time online.

The ads are interactive and show at the top of users promotions inbox tabs. Some of these ads are expandable. When you click one of these ads, it may expand just like an email. The expanded ad can include images, video, or embedded forms. The beauty of this ad format is that it allows you to connect with potential customers in a more personal format.

Setting up Gmail Ads

Setting up your Gmail ads is a very easy process. I recommend before you get started come up with a plan of what your goals are, who you’re hoping to target and what type of creative & ad copy you want to use.

How to create a Gmail campaign

  1. Sign in to your Google Ads account.
  2. Click Campaigns in the page menu.
  3. Click the plus button, then select New Campaign.
  4. Select one of the following goals: Sales, Leads, 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 Google Ads experience.
  5. Select the Display campaign type.
  6. Select Gmail campaign, then finish creating your campaign.

How to target your Gmail 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.
  • Use similar audience targeting based on your Customer Match audience.
  • Add the following targeting options: re-marketing, in-market, affinity, audience keywords and demographics.

What Does A Gmail Ad Look Like?

Understanding the results

The results that are worth your time are clicks, impressions, conversions & cost per conversion. These are the results that will tell you how successful your Gmail Ads are for your business.

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