Google Launches Native Ads To All Advertisers
Google announces that they will finally be rolling out Gmail ads to all advertisers.
Native Gmail Adverts
Native Gmail adverts have been running in beta test since 2013 and on Tuesday (01/09/2015) Google announced that they will finally be rolling out Gmail ads to all advertisers. Native Gmail adverts appear both in mobile and desktop versions of Gmail.
These ads can be displayed in the following two formats:
A collapsed advert is the advert you will initially see within Gmail, the ad will match your usual Gmail inbox (shown in the image below). Users are able to expand this initial advert to see further information.
An expanded advert is shown when a user clicks on a collapsed advert. This is a full-page native advert that recreates the richness of a landing page. Advertisers only pay for the click to expand the advert, any further clicks on the Gmail content are free including clicks to forward on or to save the advert to your inbox. An expanded advert could look like the giffgaff advert below:
These adverts will appear on both mobile and desktop versions of Gmail where advertisers are able to choose from various customisable templates for the expandable advert.
Google are now giving all advertisers the option to connect with potential customers in a new way. Native Gmail Adverts enables your brand into your potential customer’s inbox, this personal insight into customers is something many brands cannot refuse. By any means Gmail should not be overlooked, it has been reported by Google that the Gmail app has been downloaded over 1 billion times, so Google giving your brand the opportunity to connect with people in this way is pretty exciting.
Advertisers can use Gmail adverts within AdWords, all you need to do is create an all features campaign to run on the Google Display Network (GDN). You can choose to use Native Gmail Adverts simply by adding ‘mail.google.com’ as a placement. To get the campaign up and running you’ll need to create Gmail ads which can be done within the Google Ad gallery (formerly known as the display ad builder). With Gmail Ads managed in the GDN you are enable to utilise the usual display targeting features such as keywords, demographics and topics to help to segment down to a relevant audience.
Even though Google has only just opened this up to all advertisers, many of our clients have already been running Native Gmail adverts. If you feel like you could benefit from running Native Gmail adverts or want to explore other Google beta tests talk to a member of our team
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