Learn how to create a Gmail Ads Campaign in your AdWords account. This video takes you through the process and covers important things to remember!

00:00 Hi everyone, I’m Erica from the Google AdWords team and this is AdWords in Under 5 Minutes! This video will teach you all you need to know about showing ads in Gmail. Let’s get started!

00:16 Sign in to your AdWords account at adwords.google.com, and create a “Display Network only” Campaign by selecting “No Marketing Objective”, and then “All features” as your campaign subtype. Fill in the rest of your Campaign settings as you would for a normal display campaign.

00:33 It’s best to create a campaign and ad group for Gmail ads only. This will ensure all your Gmail ads have the correct targeting and aren’t competing against your other campaigns.

00:43 When creating your ad group, select the “Use a different targeting method.” When asked how to target your ads, select “Placements” from the drop down. Then, search for “Gmail” and select “mail.google.com”. Click “Save and Continue”.

00:57 It’s important not to use In-market audiences targeting, Remarketing lists, Dynamic Search Keywords, custom affinities, or placements other than Gmail inboxes (mail.google.com) since these targeting methods aren’t supported by Gmail ads.

1:11 Since Gmail ads must be created by using the Ad Gallery, we’re going to skip “Ad Creation” after creating our Ad Group and create the ads directly from the “Ads” tab.

1:20 Click the Ads tab. Click the red + Ad button, and select Ad gallery from the drop-down menu. Click the Gmail ads image.

1:30 Remember you must use a Gmail ad from Ad Gallery to run on Gmail.

1:34 Select the template you’d like to use. Choose from “Image”, “Single item” or “Multiple items” templates. Custom HTML creatives require some coding knowledge — you can see how these work in the Gmail Ads Custom HTML specifications article.

1:50 In this case, we’ll select “Gmail Image template”. Enter an Ad Name, Display URL, and a Landing Page URL. Note that static tracking URLs can be used but impression pixels and dynamic tracking URLs are not permitted for Landing page URLs.

2:07 Upload a logo with a max size of 144px x 144px. The logo image will be used in the collapsed ad. Enter the name of your Advertiser. This must be the domain or recognized name of your advertiser and under the character limit of 15 characters.

2:24 Next enter the Subject which is the title of your collapsed ad. The subject can have up to 25 characters. Try including an offer, % discount, or compelling announcement.

2:36 Enter your Description. This should be a short summary or powerful call-to-action, and can be up to 100 characters.

2:43 Finally, upload the image. There are a few requirements to keep in mind. It must be less than 650px x 1000 px with a minimum of 650 px x 300px. Javascript, stylesheets, flash, HTML5, audio, iFrames, GIFs are not allowed.

3:02 Once everything looks good, check the ad preview. If it looks correct, click Save. And that’s it!

3:09 Let’s wrap up with a few important things to remember when setting up your Gmail Ads Campaign:

3:14 First, to run ads in Gmail you must use a Gmail Ads template from the Ad Gallery – other Ads will not work.

3:22 Second, When creating ads to show in Gmail, it’s important to remember that this will be your main targeting method. You can target topics demographics, interests, and keywords as you would in your Display campaigns, however it’s best to avoid other targeting methods.

3:36 Third, Ads that show in Gmail can only show to an individual gmail user up to four times per week.

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  1. You forgot to mention WHEN you're actually charged with a click, on the expanding of the ad, OR the actual click on your creative inside the ad. It seems its on the expanding of the ad, which makes this much, much more difficult to get an ROI out of these campaigns since the user needs to click twice in order to get to your landing page.

  2. Hi There,

    I want to know how to run the search ads for small search websites in search networks. I am really for this if you could help out with it .. will be greatly appreciate .


  3. GM Campaign. I'm getting 5,000 "clicks", 250 "clicks to website". $0.02cpc ~50%ctr 100% bounce wtf. Search / Display / RM / Shopping / YT campaigns in same account are getting good clicks, good conversions/low cpa, low bounce rate, with similar demo target options. Why are gmail metrics so skewed and super high bounce rates and ridiculous ctr(mostly mobile)???? Also GM campaign banner "crop" is busted. Also View-Through Conversions is 0, but then how is display viewthrough conversion is accurate when gm campign says 0 for realative same number of clicks (to website)???? Please Google Engineers, fix CLICKS columns to reflect only clicks to website and then have GMAIL columns template with new column called Gmail Views to replace Clicks — Some accounts have like 2,000 "clicks" with 50%ctr and only 2 "clicks to website" even though other campaigns are good because your GMAIL CPC is totally messed up, esp for click sto website, for example can get 5000 gmail clicks with 0.02CPC but only 20 clicks to website, so real CPC is actually $5.00 NOT $0.02. Also view-through conversion attribution is busted, I am certain of it. GM campaign metrics are a total mess. Is your GM demo targeting even accurate??? 🙁 So make Clicks + CPC = clicks to website and make Gmail Views + GM View CPC = related to open rates Thank you.

  4. Gmail ad has been disapproved after the modified some text from descriptions and subjects, so that my other running ads not getting clicks/conversions current. Please give the feedback on that.