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Drive Sales with Gmail Ads: Google Best Practices

Official Guide to Gmail Ads.

Gmail ads let you reach people in places where they spend a lot of time -- their inboxes. From targeting to creatives, learn how to drive the best possible performance from your Gmail ads campaigns.

1. Show your Gmail ads to the right people

  • Use domain, keyword and purchase intent targeting to reach new customers.

Why: You can reach people that are likely prospects or ready to convert.

  • Use email lists to re-engage customers.

Why: Customer Match can help you reach your most valuable customers with tailored ads and bids.

  • Use similar audiences with Gmail to reach prospects who are like your customers.

Why: Similar Audiences with Gmail can expand your reach by 2x to highly qualified users.1

Read more about showing your Gmail ads to the right people.

2. Entice people to click on your collapsed ads

  • Front-end your most important call-to-actions or promotions.

Why: On average, only the first 40-45 characters of your description will appear on mobile Gmail ads.

  • Highlight time-sensitive promotions or events.

Why: Your audience is already looking for discounts in Gmail’s Social and Promotions tabs.

  • Tap into past email marketing campaigns.

Why: Don’t reinvent the wheel if you already have top performing subject lines or images that you can reuse in your Gmail ads.

Read more about enticing people to click on your collapsed ads.

3. Design an expanded ad that converts

  • Use Gmail ad templates.

Why: Gmail ad templates are mobile-optimized and often perform better than custom HTML templates.

  • Design your expanded ad like a landing page.

Why: Well-designed landing pages can help guide a potential customer to convert.

Read more about designing an expanded ad that converts.

4. Optimize your Gmail ads for success

  • Review Gmail ads specific metrics to track campaign health.

Why: Identify opportunities to further optimize and refine your campaign.

Read more about optimizing your Gmail ads for success.


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1Source: Calculated median from internal Google data, March 2015.

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