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Create and edit Gmail ads with templates

You can use AdWords Editor to create and edit Gmail ads, which are expandable ads at the top of people’s tabs in Gmail. With a click, these interactive ads expand into an email-sized ads that can include videos and images, and can be used to meet a variety of advertising goals. Once someone expands your ad, any clicks on your content are free.

This article tells you how to use AdWords Editor to create and edit Gmail ads with the following templates:

  • Gmail image template—a single image fills the body of the expanded ad
  • Gmail single promotion template—an image or video with text advertises a single product or service
  • Gmail multi-product template—several images with text advertise multiple products or services, each with a call-to-action button

Other Gmail templates aren’t yet supported in AdWords Editor.

Before you begin

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

  • Campaign type. You need to use a Display Network using an "All features" campaign.
  • Targeting. You can use many types of targeting, including Customer Match. The following, however, are not available for Gmail ads:
    • Placements other than Gmail (mail.google.com)
    • Custom affinity audiences
    • Display Select Keywords
    • Remarketing lists, except for Customer Match
    • In-market audiences related to "Event tickets" and many in-market audiences related to "Travel": air travel by class, bus and rail travel, car rental, hotels and accommodations by star rating, and trips by city or country destination
  • Bidding. All standard bidding strategies are compatible with Gmail ads. You can use bid modifiers and offline conversions. CPM is highly discouraged as a bidding strategy for Gmail ads.
  • Content. For specific content disapproved in Gmail ads, see the Gmail ad policy article.
  • Frequency capping. Custom frequency capping is not supported. Gmail ads have a set frequency cap of 4 weekly impressions per campaign.
  • Third parties. Third-party ad serving is not supported, although clients can use third-party click trackers in their ads.
  • Final URLs. Newly created or edited Gmail template ads are compatible with final URLs and tracking templates. Learn more about Upgraded URLs.

Instructions

Create a Gmail ad

To create a new Gmail ad, follow these steps:

Using the Gmail image template

  1. In the type list, select Ads and then Gmail image templates.
  2. Click + Add Gmail image template.
  3. Select the ad groups where the new Gmail image template should be added and click OK.
  4. Enter the information in the following fields:
    1. “Name”
    2. “Advertiser”
    3. “Subject”
    4. “Description”
    5. “Display URL”
    6. “Final URL”
  5. Click Choose image under “Image,” select an image file, and click Open.
  6. Click Choose image under “Logo,” select an image file, and click Open.
  7. Correct any errors displayed in the edit panel.
  8. Click Post in the toolbar, and then click Post changes on the drop-down menu.
  9. Click Post in the dialog box that appears.

Using the Gmail single promotion template

  1. In the type list, select Ads and then select Gmail single promotion templates.
  2. Click + Add Gmail single promotion template.
  3. Select the ad groups where the new Gmail single promotion template should be added and click OK.
  4. Enter the information in the following fields:
    1. “Name”
    2. “Advertiser”
    3. “Subject”
    4. “Description”
    5. “Display URL”
    6. “Final URL”
    7. “Video ID”
    8. “Call-to-action”
  5. Click Choose image under “Logo,” select an image file, and click Open.
  6. Click Choose image under “Header,” select an image file, and click Open.
  7. Enter “Headline”.
  8. Enter “Content”.
  9. Correct any errors displayed in the edit panel.
  10. Click Post in the toolbar, and then click Post changes on the drop-down menu.
  11. Click Post in the dialog box that appears.

Using the Gmail multi-product template

  1. In the type list, select Ads and then select Gmail multi-product templates.
  2. Click + Add Gmail multi-product template.
  3. Select the ad groups where the new Gmail multi-product template should be added and click OK.
  4. Enter the information in the following fields:
    1. “Name”
    2. “Advertiser”
    3. “Subject”
    4. “Description”
    5. “Display URL”
    6. “Final URL”
    7. “Video ID”
    8. “Call-to-action”
  5. Click Choose image under “Logo,” select an image file, and click Open.
  6. Click Choose image under “Header,” select an image file, and click Open.
  7. Enter “Headline”.
  8. Enter “Content”.
  9. You can add up to 6 items by entering the information in the following fields for each item:
    1. Video
    2. Title
    3. CTA button text
    4. CTA background
    5. CTA mobile URL
    6. Tracking template
  10. Click Choose image under “Image,” select an image file, and click Open.
  11. Correct any errors displayed in the edit panel.
  12. Click Post in the toolbar, and then click Post changes on the drop-down menu.
  13. Click Post in the dialog box that appears.

Edit a Gmail ad

To edit a Gmail ad, follow these steps:

  1. In the type list, select Ads.
  2. Select the Gmail ad template you want to edit.
  3. Select the ad you want to edit in the data view.
  4. Make the changes to the ad in the edit panel.
  5. Correct any errors displayed in the edit panel.
  6. Click Post in the toolbar, and then click Post changes on the drop-down menu.
  7. Click Post in the dialog box that appears.

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