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.



To remember

Ads in Gmail are only available for campaigns of the following types:

  • Search and Display Networks – All features
  • Display Network only – all features
  • Display Network only – Remarketing

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:

  1. Select the campaign and ad group.
  2. Click on the tab Display Network.
  3. Click the tab placements .
  4. Click the Change Display Network targeting
  5. Enter “” in the text box.
  6. Click Save to add the location to your ad group.


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:

  1. Add as a managed placement following the instructions above.
  2. Click on the existing bid in the column “Max CPC” and increase it to increase your bid on the Display Network.
  3. Click Save .


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.

  1. Add as a managed placement following the instructions above
  2. Click on the tab Keywords and add keywords related to your product or service. Your ads will be shown in e-mails relevant to the subject of your advertising.


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:

  1. Create an ad group.
  2. Click the Change Display Network targeting
  3. Click Edit next to “Placements”.
  4. Enter “ :: Inbox, Top center” in the text box.
  5. Write your ad text. Remember, for this location, the entire text must fit on one line.
  6. In this case, you do not need to use any keyword.


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