If you use Gmail as your email provider, you’ve likely seen advertisements in your inbox’s Promotions and Social tabs. Email is one of the most effective ways to reach your target audience, and Gmail Ads are one of the ways you can find yourself in inboxes of people who aren’t currently subscribed to your emails.
These interactive advertisements—available as single business ads or multi-retailer ads—are actually a type of display campaign. One of the most significant benefits is that users have to voluntarily click on the ad, which appears like an email in their inbox, to see the full ad creative. This gives you much more intel into how many people viewed your ad. With other display campaigns, impressions are based on if the ad was shown to the user with no guarantee that the user indeed viewed or absorbed the creative.
Of course, you also have the data of how many people clicked through to your site, giving you more insight into how people interact with your ad since two clicks are necessary before getting to your website.
It’s important to note that Google states that “starting July 1, 2021, you won’t be able to create or edit Gmail campaigns and ads. You can create a Discovery campaign to show ads on Gmail, YouTube, and Discover.” Discovery campaigns are a way to reach people across Google’s feeds who are open to discovering new products and services. They are visually-rich and require high-quality creative assets. Placement includes YouTube Home and Watch Next feeds, Discover, and Gmail’s Promotions and Social tabs, all within one campaign. Discovery campaigns are a great option if you’re looking to reach new customers, reconnect with valuable customers, or drive conversions.