Google’s Native Ads in Gmail Debut

Google logoGoogle’s email platform, Gmail, now offers marketers native advertising. In contrast to the sponsored text ads I’ve long seen in Yahoo Mail, which take me to a separate landing page upon clicking, Gmail’s options keep users on a “landing page” in the inbox.

“Advertisers can manage native Gmail ads right in AdWords by setting up a Display Network campaign and creating a Gmail ads format in the Ad gallery,” according to Tuesday’s Google’s Inside AdWords blog post. (Full disclosure: As of Thursday afternoon, I hadn’t yet seen these ads in my Gmail inbox.)

The attraction for marketers here, writes Seeking Alpha on Wednesday, is marketers can use the Gmail native ads to “target based on keywords, audience groups, demographic data and topics. Google had 900,000 active Gmail users as of May, with 75 percent accessing via mobile devices.”

As always, says blog poster Omry Pruzan, senior product manager of Gmail ads, Gmail allows users to opt out of seeing the ads or to pare them down to the brands they want to visit. Additionally, in fine print at the bottom of the Gmail blog post, he writes, “Gmail ads do not run on Gmail for work as part of Google Apps for Work.”

Pruzan says the native ads operate in two-parts:

  • The collapsed ad that users initially see that matches the look and feel of the Gmail inbox. Users can click on this to expand it and get more details.
  • The expanded ad unit is triggered by a click on the collapsed ad. This is a full-page native ad that recreates the informational and visual richness of a landing page. After users click to expand, any subsequent clicks on your content are free, including clicks to save the ad to your inbox or forward it to others.

How might marketers use this?

Please respond in the comments section below.

Heather Fletcher is senior content editor with Target Marketing.
Publish date: September 4, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT