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Gmail Ads: 4 Easy Steps To Start

Gmail Ads: 4 Easy Steps To Start

If you use email for reaching out to your target audience, then this post will help you develop a deeper understanding of that. If you aren’t leveraging emails, then this post is all the more important for you!

People are using emails in order to reach the target audience. This is the reason bloggers are experimenting with so many strategies and tools in order to capture the email address of their website visitors.

What is Gmail Ads?

Google ads look like regular emails. Google has been beta testing them since 2013. Google integrated native Gmail Ads with Google Adwords toolbox in September 2015 and made it accessible to all advertisers. With Gmail ads, you can use smart targeting options in order to reach 1 billion monthly active Gmail users.

With these, you can measure open rate, reach, saves, click through rate (CTR), forwards and more at the price of your standard AdWords cost per click.Source:

How Does Gmail Ads Work?

With these ads, your target audience will see your ad’s teaser in their inbox and when they will click on that, they will see an expanded ad. This is a custom HTML format which allows you to create a richer ad experience with the help of forms, phone numbers, multiple links, and videos. There comes a ‘Save to Inbox’ link with every ad which helps the user to use it like any other regular emails along with forwarding options.

By setting targeting properly, there can be good engagement from users. According to an experiment by World First with Gmail Ads, there was an 181% higher registration conversion rate along with a higher level of engagement.

Launching First Gmail Ads Campaign

Here are 4 important steps you should follow:

Naming Campaign and Setting Budget

To start with Gmail Ads, you need to have a Google Adwords Account which most of us usually have. If you don’t have, you can sign up for free.

Start with Campaigns then go to display network only. After this, you will see a screen below asking you to name the campaign, upload the settings and enter the locations and languages that you wish to target.

You can go for ‘All features’ in the ‘Type’ field if in case you don’t have a strategy to target mobile apps users. After this, you will need to set up a bidding strategy on the basis of your company’s objectives. If in case, you are going for higher ad viewability along with lower CPA, it is better to go for manual bidding. Though you will have to do more work but it will give better control over your bids.

You can start with a small amount for the budget and delivery. By choosing ‘individual budget’, you can bid under $10 per day. You can opt for standard delivery to converse your budget.

After this, you can go for ad extensions. Though it is not guaranteed if your location or contact number will appear, but if it gets, then your ad CTR will be improved.

By using advanced settings, you schedule the start and end date of the ad. If you want to split test the ads, you can set the ad delivery to ‘Rotate evenly’. If you want your ads to get rotated, you can choose to set the ad delivery to ‘Rotate indefinitely’. By choosing this option, they will get rotated irrespective of their performance so that all the ads get the same number of impressions. After getting sufficient data, you can analyze the ads and stop the low performing ads.

The next point is Frequency capping. With this feature, you can set the number of times that you want to limit your users seeing an ad. For instance, you can limit it to 3 impressions per day if you are afraid of creeping the customers.

Finally, you need to select the targeting of your ad. You can find ‘Gmail placement’ by clicking on ‘Use a different targeting method’. Add ‘’ from the list when you will search for Gmail.

On confirming the Gmail Ads campaign, you will see the ad gallery with which you can design your ad.

Designing creative units of Ad

When you will reach ad gallery, go to Gmail Ads. There will four template options which you can use:

1. Single Product

This includes a CTA button and an image to a landing page.

2. Gmail Image

This is a big banner ad which links out to a landing page. This is good to go for branding purposes.

3. Custom HTML Upload

With this, you can embed an HTML form, youtube videos or add a click to call. Only thing, you will need is to upload the ad in a zip file.

4. Gmail Multiple Products

If you are an advanced user, you can go for this ad unit. It helps you to display more than one product. With this, you can link each product to a full-fledged landing page.


If you are a beginner, you can start with a single product or Gmail image as they are easier to start with.

Once you get hands on Gmail ads, you can mix up these four ad formats according to your requirements.

If you are going for Gmail images, you will need to fill in the details like your ad name, landing page URL, display URL, email subject line, advertiser name and a description of the offer made by you. Along with this, you will need to upload the logo of your company with a persuasive CTA.

For collapsed ad, you need to entice the prospect to read your full email id. You can figure out what works the best for your audience on the basis of your existing email marketing strategies and reports. Email subject line is the most important. It should be precise and able to grab prospect’s attention.

For expanded ad, you should have a persuasive and prominent CTA. You can do this with high-quality media and balanced color schemes. You can also refresh your ad creatives to ensure your ad isn’t monotonous.

You need to keep in mind that your ad should be formatted to fit into the smaller screen and loads instantly as 75% of Gmail users access their accounts via mobile devices.

You can use the creative validation tool for the purpose of validating your creatives, if you are using teasers and custom HTML. Once you have set your ad creatives, add them to a relevant ad group via ‘Select an ad group’ button from the top.

Careful targeting: To help you reach right customers

Talking about targeting in Gmail ads is different from the regular display network targeting. This section will give you ideas about possible targeting options in Gmail ads.

You can start with targeting a user using his interests, demographics, and topics. There is another option of starting which is by using AdWords Customer Match which can be used to upload an email list of Gmail users. This lets your ad flash in their inboxes.

According to Wordstream, Google Customer Match have a higher percentage of email match rate from their customer list over Twitter Tailored Audience and Facebook Custom Audiences.

Using Customer affinity audience, you can create a users’ list that visits specific websites and possesses long-term interest. By excluding certain topics, keywords, site categories on the basis of your campaign, you can increase its efficiency.

If you want to get more targeting ideas for popular websites, you can log in to your AdWords account and opt for Display Planner. Here in the landing page field, you will need to type a competitor’s website and then move to the ‘Placements’ tab. By this, you will see a list of popular apps and websites you can consider for your ads.

Analysis of Campaign Reports

You can use open rate in order to judge your campaign performance which is the most basic metric. However, using that alone won’t give you insight into the likability of your ad by the prospects and the engagement rate after opening it. There are three additional metrics that you can use from your AdWords reporting interface. To include them, you will need to customize your column.gmailads

They are discussed below:

Gmail Forwards

This metric shows that the user found your ad so amazing that they took out time to forward it.

Gmail Saves

This metric indicates the frequency of users who found your ad good and relevant enough to keep in their inbox.

Gmail clicks

This metric helps your website to gain conversions via Gmail Ads.

Other than these metrics, there are few other metrics as well:

Cost Per Click (CPC) and Click Through Rate (CTR)

These metrics are used to measure the clicks to expand your ad. They don’t give indicate clicks to your website. In order to find clicks to your website CTR, you need to divide the Gmail Clicks to the website by your normal clicks.

You can also track the time on your site via bounce rate and pages per session of your users from Gmail Ads by using Google Analytics.


With Google dominating the search market, there is no doubt that Gmail Ads can act as a push to your growth channel for your company. Though these ads are not very popular and have lower CPCs, you can still test them to see if they are good to go with your brand awareness and conversion rates.

Ever tried using Gmail Ads to increase your brand reach and awareness? 

Sakshi is a content marketer during the day and a reader by night. She writes content sprinkled with a twisted imagination. She has done her graduation in psychology from Delhi University and has an insane love for history.

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