Gmail ads allow its advertisers to target users with targeting signals and a message-like ad format.

Gmail shows users a collapsed ad in the Promotions and Social tabs of their Gmail account. That collapsed ad opens to an expanded ad that is designed to promote a variety of goals such as videos.

According to Gmail’s ad policy, Advertisers can also include links to an external site, app marketplace, or click-to-call. Gmail ads are shown at the top of its user’s inbox tabs. Some of these ads are expandable. When the user clicks one of these ads, it may expand into an email-sized ad with videos and images. This expandable format can help its user meet different advertising goals. When the user clicks an expandable ad, the following clicks on the expanded content are free.

Many sophisticated features and types of targeting, like Customer Match, are compatible with Gmail ads. To keep its users safe, though, Gmail ads are not compatible with certain Google Ads features. When creating Gmail ads, the following points need to be considered and kept in mind:

Goals

To create a Gmail campaign, the advertiser can select from the following goal categories: Sales, Leads, Website traffic, Product & brand consideration, and Brand awareness & reach. Gmail campaigns will also be available if advertisers opt-out of goals.

Campaign type

The advertisers need to select the Display Network and choose the Gmail campaign subtype.

Incompatible Targeting

The following targeting methods are not available for Gmail ads:
Placement targeting
Topic targeting
Custom affinity audiences
Area of interest
Content Keywords (previously known as Display Select Keywords)

Frequency capping

Custom frequency capping is not supported.

Third parties

Third-party ad serving/impression pixels are not supported by Gmail, although clients can use third-party click trackers in their ads.

Final URLs

Newly created or edited Gmail ads except custom HTML are compatible with final URLs and tracking templates.

How to create a Gmail campaign?

1.    Sign in to your Google Ads account.

2.    Click Campaigns in the page menu.

3.    Click the plus button (+) then select New Campaign.

4.    Select one of the following goals: Sales, Leads, or Website traffic. Or, choose not to use a goal.
(If this step doesn’t reflect what you’re seeing in your account, select a campaign type first then select a goal)

5.    Select the Display campaign type

6.    Select Gmail campaign, then finish creating (your) campaign

There are two ways to create ads:

1.    Create
The advertiser can upload text, image, and video assets and Gmail will optimize its creativity for itself.

2.    Upload
The advertiser can upload a single image ad
Advertiser can create a fully customized HTML ad and upload via a zip file containing an HTML file, images, a collapsed ad image, and a teaser.txt file.

Ad specifications

Important policy note: All the parts of the advertiser’s ad need to link back to the same advertiser and be relevant to the product they’re promoting. For example, the “sender” name needs to represent the same advertiser as the one in the display URL field.

Data collection in Gmail ads

Collecting user-specific statistics, failure to adhere to the advertiser’s privacy policy when using embedded forms, and requesting prohibited information from users with an embedded form is not allowed.

Third-party serving in Gmail ads

Third-party ad serving and third-party impression tracking are not allowed.

Animation in Gmail ads

Animated images or animation effects are not permitted.

Personalized advertising

Gmail ad advertisers need to comply with the personalized advertising policies for all Gmail ads. Gmail ad advertisers can’t use personalized advertising policy categories to target ads to users or to promote advertisers’ products or services. It also applies to Gmail ads that are not targeted to users using keywords.
Personalized advertising (formerly known as interest-based advertising) is a powerful tool that improves advertising relevance for users and increases ROI for advertisers. Because it works by employing online user data to target users with more relevant advertising content, it can provide an improved experience for users and advertisers alike.

Data collection and use

All ads and extensions must follow the Data collection and use policies of google, which govern the information collection and usage i.e. how much information advertisers can collect and the specific ways they can use it.

Adult content

Google restricts adult content in certain circumstances to keep ads relevant and safe for users. Adult content is prohibited as per the applicable terms and conditions.

Misleading content

All information should be accurate and descriptive of what the advertiser is advertising. For example, the name of the business should represent the business advertised. All information provided by the advertisers to the users should be clear, relevant and precise.

Editorial

The standard requirements of Google for clarity, correct spelling, use of capitalization and use of symbols apply to all the ads.

Unclear relevance

All information should be relevant to what the advertiser is advertising. For example, all submitted ad fields should represent the same advertiser and be relevant to the product promoted

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