Marketing 2 min read

Google Extends Standard Shopping Campaigns to Gmail

In Green / Shutterstock.com

In Green / Shutterstock.com

Google just announced that starting March 4, advertisers can finally use Standard Shopping campaigns for their Gmail shopping ads.

Google has opened up more inventory to its standard shopping campaigns.

Last year, Google extended Showcase Shopping ads to Discover and YouTube. Also, advertisers had to depend on Smart Shopping campaigns to get their shopping ads on Gmail.

That’s about to change.

On Thursday, Google sent an email to advertisers stating that it would extend Standard Shopping campaigns to Gmail. That’s right: Now you can get your Shopping ads on Gmail, Discover, and YouTube.

According to Google, the ads should start appearing on Gmail beginning the week of March 4, 2020. It also includes Product Shopping ads and Showcases Shopping ads.

Writing on behalf of the Google Ads API Team, Ian Ballantyne said:

“Beginning the week of March 4, 2020, Shopping ads (both Product Shopping ads and Showcase Shopping ads) in your standard Shopping campaigns that target the Google Display Network will be eligible to appear on Gmail in addition to YouTube and Google Discover. “

Now you’re wondering if you’re eligible.

How to Check if you can Serve Shopping Campaigns on Gmail

To check if you can serve your shopping ads on Gmail, first sign in to Google Ads. Select a standard Shopping campaign in the Campaigns tab, and click the Settings icon.

Under “Networks,” you should find a checkbox next to “YouTube, Gmail, and Discover.”

With that said, advertisers will not be able to track the performance of their ads on Gmail separately. That’s because Google Ads lumps the metrics from other Google properties — Discover and YouTube — together under the Google Display Network.

To monitor how these properties perform in the Display Network grouping, segment your Shopping campaigns by Network.

According to experts, you could see lower CTRs on Google Display Network traffic at first, and that’s alright.

Ginny Marvin of Search Engine Land points out that the impression is probably reaching users that are higher up in the funnel than Search traffic. They’re probably also at different stages of intent.

Read More: Standard Delivery To Become the Default on All Google Ads Campaign

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