Google is giving out a new ad option to advertisers. Gmail has already been using native ads, the ones we see at the top of our inbox. Just recently, Google increased its advertising game by making it easier and interesting enough for all advertisers to buy directly from AdWords.
These ads are automatically collapsed once you are in Gmail. It gives you the choice to click for them to expand. The same thing happens in the mobile version of Gmail.
Even though the ads are collapsed, they are labeled as an ad so people are quite aware. The ads have a “forward” and “Save t o Inbox”, where the the ad is moved into the inbox together with your other emails. Every time a user expands an ad, that is when Google charges the advertisers.
Using it
Advertisers are given standard AdWords targeting options, which are usable in different templates and new banner ad format for building their own native Gmail ads.
Sundar Pichai, Google’s new CEO, said, “Advertisers can choose from several customizable Gmail ads templates for the expanded ad unit. They can feature a single image, highlight a promotion that combines an image with a description and call-to-action button, or showcase multiple products at once. The custom HTML format offers the greatest amount of flexibility in how you configure your assets and allows you to create an even richer ad experience by including videos, forms, phone numbers, and multiple links and calls-to-action.”
“You can use most of the display targeting options you’re already familiar with like keywords, affinity audiences, demographics, and topics. For example, a sports apparel advertiser could select relevant topics like ‘Fitness’ and ‘Sporting Goods’ or reach people in the ‘Health & Fitness Buffs’ or ‘Running Enthusiasts’ affinity audiences,” he added.
Users may still control the kinds of ads that show up on their Gmail, and they can cop out of interest-based ads.