Google has made one more important announcement on 1st September along with the revealing new logo for Google. The company has announced on AdWords Blog post that they are making Gmail Ads available for all advertisers now. Advertisers will be able to provide better and seamless user experience through this new native ad format from Google. This new native ad format access will help Adwords users to get the better return on investment. Advertisers will be able to use the native Gmail ad feature by setting up a Display Network campaign and creating new Gmail Ads format in the Ad Gallery.
Omry Pruzan, Senior Product Manager of Gmail Ads has posted in official AdWords Blog, “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.” This native Gmail ad format has two main parts. One is ‘collapsed ad’ that users will initially see above the regular emails. The look of the collapsed ad is very much like Gmail Inbox. That provides better user experience for mobile users as well. When someone clicks on the collapsed ad, it will expand as full-page native ‘expanded ad unit’. This provides the detailed information about the product or services via different ad templates. The advertiser has to pay when any user will click on collapsed ads to get through the expanded ads. All the actions from the expanded ad will be free of cost.
There are three default ad templates in Gmail Ads gallery along with the custom HTML upload option for the expanded ads. ‘Gmail image template’ features a single image of the ad and the ‘single promotion template’ contains a separate image, content, and call-to-action button forming expanded ad. You can also promote multiple products using Gmail ‘multi-product template’. There is also an option for custom HTML format that allows you to configure all the assets of an ad as per your requirement. You can include videos, forms, phone numbers, multiple links and calls-to-action using custom HTML format.
Advertisers can target the audience using most of the audience targeting options available in display networks. Some of the most used display targeting options are keywords, affinity audience, demographics, and topics etc. On the other hand, users will also have full control over which ads they want to see in their inbox. Users can remove or block the ads from the specific advertiser using their ad settings. The most interesting feature of such native ads is ‘save to inbox’ and ‘forward’ option. Users can forward the promoted ads to others using the ‘forward’ option. When someone clicks on ‘save to inbox’ option, the ad will get moved to inbox and user will be able to treat that ad just as the normal email for future reference.
Google has made the clarification that they are not going to increase the number of promoted ads. The change is only that the advertisers will be able to buy this ad format from AdWords now. Advertisers have a great opportunity to get better ROI if they use the proper ad template and target the audience strategically.