Create Gmail ads

Gmail ads are shown at the top of your inbox tabs. Some of these ads are expandable. When you click one of these ads, it may expand into an email-sized ad with videos and images. This expandable format can help you meet different advertising goals. When someone clicks an expandable ad, the following clicks on the expanded content are free.

This article tells you how to create Gmail ads, and set bids for them. It also includes information about how to measure your results in reporting.

Advanced users may want to jump to Create Gmail ads with custom HTML.

Instructions

You can only create Gmail ads in the new AdWords experience. Ads created in the previous AdWords experience will still be eligible to serve, but these ads will be read-only and you won’t be able to edit them.

Many sophisticated features and types of targeting, like Customer Match, are compatible with Gmail ads. To keep our users safe though, Gmail ads aren't compatible with certain AdWords features. When creating your Gmail ads, bear in mind the following points:

  • Goals. To create a Gmail campaign, you can select from the following goal categories: Sales, Leads, Website traffic, Product & brand consideration, Brand awareness & reach and App downloads. Gmail campaigns will also be available if you opt out of goals. 
  • Campaign type. You need to select the Display Network and choose Gmail campaign subtype.
  • Incompatible Targeting. The following targeting methods aren't available for Gmail ads:

    • Placement targeting
    • Topic targeting
    • Custom affinity audiences
    • Area of interest
    • Content Keywords (previously known as Display Select Keywords)
  • Frequency capping. Custom frequency capping is not supported.
  • Third parties. Third-party ad serving/impression pixels aren't supported, although clients can use third-party click trackers in their ads.
  • Final URLs. Newly created or edited Gmail ads except custom HTML are compatible with final URLs and tracking templates. Learn more about Upgraded URLs.

For specific content disapproved in Gmail ads, see the Gmail ad policy article

How to create a Gmail campaign

  1. Sign in to your AdWords account.
  2. Click Campaigns in the page menu. 
  3. Click the plus button , then select New Campaign
  4. Select one of the following goals: Sales, Leads or Website traffic. Or, choose not to use a goal. 
    1. If this step doesn’t reflect what you’re seeing in your account, select a campaign type first then select a goal. Learn more about goals in the new AdWords experience.
  5. Select the Display campaign type.  
  6. Select Gmail campaign, then finish creating your campaign.

There are two ways to create ads:

1. Create: 

  • You can upload your text, image and video assets and we will optimise your creative for you. 

2. Upload: 

  • You can upload a single image ad. Learn more about Gmail ads
  • You can create a fully customised HTML ad and upload via a zip file containing an html file, images, a collapsed ad image and a teaser.txt file. Learn more about Custom HTML

Before your ads show to customers, they're reviewed to make sure that they meet our advertising policies. Your ad should be approved within two working days. 

How to create a Gmail ad

  1. Sign in to your AdWords account.
  2. Choose Display campaigns from the navigation panel. 
  3. In the page menu on the left, click Ads & extensions. 
  4. Click the plus button .
  5. Select Gmail ad.
  6. Provide the required information to create a Gmail ad. 

How to upload a Gmail ad

  1. Sign in to your AdWords account.
  2. Choose Display campaigns from the navigation panel. 
  3. In the page menu on the left, click Ads & extensions.
  4. Click the plus button 
  5. Select Upload Gmail ads or select Upload display ads then select a Gmail campaign.
  6. Provide the required information to create a Gmail ad.

How to target your ads

There are several ways to target your Gmail ads to the right audience. The following are the only types of Display Network targeting available for Gmail ads.

  • You can create Customer Match audiences using a list of customer emails from people who have provided their email addresses to you or your company.
  • You can use similar audience targeting based on your Customer Match audience.
  • You can add the following targeting options: remarketing, in-market, affinity, audience keywords and demographics. 

Ad specifications

Important policy note: All the parts of your ad need to link back to the same advertiser (you) and be relevant to the product that you’re promoting. For example, the 'sender' name needs to represent the same advertiser as the one in the display URL field.

Collapsed ad specifications

All templates have the same collapsed ad specifications:

Logo (upload): minimum size: 144 px x 144 px, maximum size: 150 KB, aspect ratio 1:1

  • Shows on mobile in the ad's collapsed state
  • Shows on computers next to the expanded ads after someone has clicked to open your collapsed ad

Business name: up to 20 characters

  • Must be the recognised name of the advertiser
  • For click-to-download Gmail ads, sender name must be the recognised name of the advertiser, or the promoted downloadable app

Headline: up to 25 characters

  • Can include an offer, % discount or compelling announcement

Description: up to 90 characters

  • Can include a short summary or powerful call to action

Display URL: up to 255 characters

  • What people see in your ad, such as www.google.co.uk (Note: The final URL can be longer)

Final or destination URL: no character limit

  • Used as the final or destination URL when the display URL or the call to action button is clicked in the Expanded Ad
  • You can add a static click-tracking URL, but not impression tracking pixels or dynamic tracking URLs
  • Learn more about Upgraded URLs

Expanded ad specifications

The expanded ad specifications are outlined below, template by template.

Upload Gmail ad

Single image ad

  • Image (upload): [300 px to 650 px] x [300 px to 1000 px]
  • Accepted image formats: JPEG, JPG, PNG, GIF (non-animated)
  • Maximum image size: 1 MB

Custom HTML

  • For the greatest degree of flexibility in designing your Gmail ads, use custom HTML.

+ Gmail ad (create a new Gmail ad)

  • Headline: up to 25 characters
  • Description: up to 90 characters
  • Business name: up to 20 characters
  • Call-to-action button: up to 15 characters
  • Logo image size: Square: 1200 x 1200 (minimum size required: 144 x 144). Aspect ratio must be 1:1.
  • Logo maximum file size: 150 KB (1 MB for header image and marketing image)
  • Marketing image: 
    • Landscape (1.91:1): 1200 x 628 (minimum size required: 600 x 314).
    • Square: 1200 x 1200 (minimum size required: 300 x 300).
  • Header image (optional): 1200 x 400 (minimum size required: 600 x 200).

To add a catalogue of products:

  • Images (upload) minimum size:
    • Marketing image:
      • Landscape (1.91:1): 1200 x 628 (minimum size required: 600 x 314).
      • Square: 1200 x 1200 (minimum size required: 300 x 300).
    • Header image (optional): 1200 x 400 (minimum size required: 600 x 200).
    • YouTube video link (video thumbnail size): 324 x 183. Aspect ratio must be 1:1.
  • Maximum image size: 150 KB
  • Description: up to 25 characters 
  • Call-to-action button: up to 15 characters
  • Call-to-action button URL: the landing page for your button
  • Up to three additional items below (optional):
  1. Images: up to 15 images, 300 x 300 minimum, or YouTube video link (video thumbnail size is 324 x 183). 
  2. Call-to-action button: up to 20 characters
  3. Call-to-action button URL
  • Accepted image formats: JPEG, JPG, PNG, GIF (non-animated)

Related links

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