Gmail Ads Update: It Will Now Be Rolled into Discover Ads
Heads up advertisers who love Gmail ads! You’re going to be disappointed since Gmail ads will no longer be a standalone ad type starting this July of this year.
New to Gmail Ads? Here’s How it Works and What it Looks Like
Gmail ads basically look like your usual email found in the Social & Promotions tab of your Gmail. It has a subject line as well and when clicked it will have a catalog of images, videos – depends really on what the ad is selling you. But you can easily distinguish them from your non-Gmail ads by the “Ad” tag beside them.
There are 2 types of Gmail ads, and these are: single business ads and multi-retailer ads.
Single business ads only features one business on the ad:
Multi-retailer ads are like a shopping format which lets you see multiple products that highlights pricing, product images, and ratings. You’ll be redirected to the product page on the retailer’s website when you click on these ads.
As mentioned above, these ads are like your typical emails. So you can Star it and forward it to your contacts as well.
What are the differences really between Discovery Campaigns & Gmail Ads?
In terms of reporting and charging you, Discovery campaigns are not exactly aligned with Gmail Ads reporting.
So on to the reporting. On Single-Business ads “clicks”, if a user first clicks on the collapsed teaser which expands into a full ad, then it will count.
Let’s go to the “clicks” of Multi-Retailer ads, “clicks” will only be counted if a user clicks out of the email to the product page. If this happened, then you will not get charged for the clicks for the collapsed version of the ad’s teaser.
Google suggests that if you are using audience targeting and smart bidding, you can easily recreate your existing Gmail ads campaign in a Discovery ads campaign.
How to Migrate Gmail campaigns to Discovery campaigns
Google suggests that if you are using audience targeting and smart bidding, you can easily recreate your existing Gmail ads campaign in a Discovery ads campaign.
Here are the three things you need to pay attention to when migrating:
- Budget: Google suggests that the budget for your Discovery ads campaigns should be greater than the budget of your existing Gmail ads campaign. They’ve specifically recommended doubling the budget of your Gmail ads campaign to your Discovery ads campaign that you are about to run for the additional reach in Discovery ads.
- Bidding: Target CPA bidding is recommended for the Discovery ads. It’s suggested as well to take the average CPA over the past 30 days on your Gmail Ads and increase it by 20%. You can always update and optimize your bidding over time when your Discovery ads performance is improved by way of machine learning.
- Targeting: You can target and select audiences that closely mirrors your Gmail ads audience targeting, Google suggests. And if you are targeting keywords in your Gmail ads, they also suggest that you create a custom audience for your Discovery campaign which is based on your top converting keywords from your existing Gmail ads campaign.