Your text ads may be shown in Gmail if they are already experiencing a significant volume of impressions and if your campaign is targeting the Display Network. Gmail can show your ads when your keywords match the terms used in an email by a user (contextual targeting) or if you added Gmail as managed placement in your ad group.
Ads in Gmail are only available for campaigns of the following types:
You cannot use this feature for other types of campaigns.
Use descriptive keywords
Choosing the right keywords for each ad group is an essential step in a Gmail advertising campaign. Start with phrases that your customers use to describe your products or services. Then find the words that are used in e-mails. For example, the homepage of a restaurant may contain the words “restaurant in Paris”, but in the e-mails exchanged between friends, you can also find “where to eat in Paris.”
You can also use the keywords frequently used in newsletters or in other email messages by users.
Add Gmail as placement
To add Gmail as a managed placement in your ad group, follow these steps:
Use Gmail to increase traffic
Increase your bid on Gmail
Even if your keywords are already associated with your ads on Gmail, you could win more visibility if you increase your bid on Gmail. To increase the bid on Gmail, follow these steps:
Ads should be relevant on contextual perspective on Gmail
You should always use at least one keyword so that the AdWords system shows your ad on Gmail but targeted depending on the context.
Add the top of the Gmail inbox as a managed placement
You can explicitly add the section located just above Gmail messages as a placement. You can combine this option with keywords or only target that slot only. Simply proceed as follows: