As of September 28th, Gmail Ads Are No Longer An Option.
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Gmail Ads, formerly Google Sponsored Ads, is displayed as a promoted message for free users of Gmail. As of June 2017, Google cancelled it’s old targeting method based on content in a user’s email and is now set up to target users the same way a display network campaign is run. Infact, running a promotion in Gmail is fairly easy. When you select the correct criteria in Google AdWords interface, it targets just those that visit Mail.Google.com. It’s pretty simple, here’s how it works if you would like to test it out.
First, create a campaign with Display Network only, select No Marketing Objectives, and All features. You also should select the features of your campaign that are important to your criteria such as targeted locations, bid strategy and budget per day to get the campaign set up appropriately. Then you get to the important part, setting up the AdGroup settings for the shell. Your options for targeting criteria are display keywords, interest & remarketing, or use different targeting method. Choose ‘different targeting method’ and select ‘placement’. Type in ‘Mail.Google.com’ and select that criteria. You will see the large Gmail audience appear with the audience pool at 2 – 2.5 Million Users. I like to also set up an additional criteria with ‘Narrow Your Target Further’ so I can either set up a custom audience or filter for interest targeting which are my two standard ones. Then, the cool part, is after completing the adgroup tab, you create the ads themselves. These ad sizes and dimensions are unlike any others I have seen before and yet they appear like magic in Google AdWords interface, as if they had been secretly waiting for someone to select this targeting method. Kind of fun!
For the Gmail Ad creative, you’ll need to have a small logo on hand, more like an emblem that is 144×144 in size a max heading size of 25 characters and then a much longer option for description but I would try and keep a similar 25 character limit for the description as well. Then you’ll want to create a custom image design, I’ve created a 300×300 image size and it seems to work nicely. I recommend using a special for the headline if you can, remember this is a very targeted method of advertising and you want to give a short and sweet offer with a quick call to action.