Google is a great venue to do your digital advertising of your product or your brand in general. Aside from their search engine, they also offer a versatile email platform that managed to beat the existing competition today. Because of the popularity of Gmail, what Google has tried to do over the past two years is to integrate advertisement in Gmail. Why not? In May 2015, Gmail users already reached the 900 million mark. This makes it a great place for advertisers to look into their potential market.
According to Google, the company clarified that a Gmail ad format has been in beta testing since 2013. After years of beta testing, Google mentioned that the company already tested various ad formats. They considered different factors such as seamless inbox experience and high-quality ads on formats that they have tested.
Recently, Google launched a new advertising format for Gmail. What makes this ad format different?
This new ad format looks similar to regular email. A lot of people find it unobtrusive for work and regular functions, but there were also people who were annoyed by this addition. It simply means that you don’t have to be redirected to some other page when you click on the Gmail ad.
Also, starting September 2015, Google made it easy for advertisers to land on their ads on Gmail. Right now, you could purchase these ads via Google AdWords.
For this particular format introduced by Gmail, it will appear different in mobile and on the desktop view. Also, the native ads are going to be collapsed from your view, and will be viewable once you click on them. The reason why Google implemented such function for the ads is to recreate the functionality of landing pages in giving information.
Another feature that makes these ads interesting is that it could function like email. You can forward or even save the ad on your inbox. Doing so, the ads will be treated as if a regular email.
How does it work?
The good thing about this new Gmail ad format is that you could use the typical AdWord targeting option. It also has several formats allowing advertisers to switch between forms, image, videos and include call-to-action buttons.
On the part of users, they will be given the opportunity to choose which types of ads they see on their email. For the work subscribers, Google won’t be showing the ads.
What makes this interesting is the fact that users can use their Gmail without any problem as they click on the ads. You may argue that you may have never opened the ads using Gmail. However, for those who may have clicked on the ads, you don’t have to stop what you are are doing, or be disrupted reading their email.
Assuming that companies do their homework, this can make a huge difference how they can reach their potential market. Since the advertisers have total control on who they want to target, it is possible to maximize the email ad experience for both advertiser and user.