Google continues to find more places to show shopping ads, with the latest destination being Gmail. If you are using shopping campaigns, you will soon be able to extend your reach to Gmail users. This is to include both Product Shopping and Showcase Shopping ads.
Google sent an email to notify users stating “Soon your standard Shopping campaigns will be able to reach users who begin and continue their shopping journey on Gmail. Shopping Ads will be eligible to appear on Gmail from the week of March 4, 2020.”
Shopping campaigns will be able to run on Gmail automatically if the campaigns are opted into “Youtube, Gmail and Discover.” Until the announced update, Smart Shopping Campaigns were the only way to get your shopping ads on Gmail.
This update arrives as many eCommerce advertisers begin to shift their budgets more towards shopping ads vs text ads, with Google opening further demand across its properties.
You will not be able to track the performance of your ads on Gmail Separately. This is because Google adds all metrics together from the other properties – Discover and Youtube. To monitor how properties perform in the Display network, users will need to segment their Shopping campaigns by network.
If you want to ensure your ads are eligible to serve on Gmail complete the following steps:
- Sign into your Google Ads account.
- Select standard shopping campaigns in the campaigns tab.
- Click the settings icon.
- Under “Networks” you will see a checkbox containing “YouTube, Gmail and Discover.”
- If already ticked your shopping ads are already eligible to show via Gmail when the update rolls out.