Create and edit Gmail ads with templates

You can use Google Ads 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 email-sized ads that can include videos and images, and can be used to meet a variety of advertising goals. After someone expands your ad, you won’t be charged for any clicks on your content.

This article tells you how to use Google Ads Editor to create and edit Gmail ads using the Gmail image template—a single image that fills the body of the expanded ad.

Other Gmail templates aren’t yet supported in Google Ads 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 Google Ads features. When creating your Gmail ads, bear 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

  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, then click Open.
  6. Click Choose image under “Logo”, select an image file, then click Open.
  7. Correct any errors displayed in the edit panel.
  8. Click Post in the toolbar, then click Post changes on the drop-down menu.
  9. Click Post in the dialogue 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 that you want to edit.
  3. Select the ad that 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, then click Post changes on the drop-down menu.
  7. Click Post in the dialogue box that appears.

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