Google Introduces Shopping Ads to Gmail

Google recently notified advertisers that standard Shopping campaigns will soon be rolled out to Gmail users. According to Google, these Shopping Ads will begin to appear on Gmail commencing the week of March 4th this year. This roll-out includes both Showcase Shopping Ads and Product Shopping Ads.

With the implementation of this ad spot, data will be recorded in the Google Display network. If campaigns are opted into YouTube, Gmail and Discover, Standard Shopping campaigns will then automatically be enabled to run on Gmail. However, Google will combine the performance metrics from these channels so there is no real way to see performance by property.

How do you check if your campaign is opted into this network?

Follow these steps:

  1. Sign in to your Google Ads account
  2. Click the ‘Campaigns’ tab, then click the Standard Shopping campaign you would like to verify
  3. Click the ‘Settings’ tab
  4. Look for a checkbox under ‘Networks’ next to ‘YouTube, Gmail and Discover’. If it’s checked your campaign is opted into this network

Why is this an important update?

Well, Gmail is the most popular email client in the world with over one billion users, so the potential reach for these Ads is far and wide. It could be a strong addition as a marketing spot because already audiences often expect email newsletters from their favourite brands. This additional brand presence within their inbox may therefore prove beneficial. An optimised and well-targeted Shopping Ad appearing in Gmail could perform well in comparison to other Shopping Ad spots.

teclan are long-time Google Partners and provide a wide range of Digital Marketing channels and services. Contact us today on 01463 898043 to discuss which digital channels would work best for you and how we can grow your online business.