Google have launched native advertising options, for all advertisers, in Gmail.
The announcement, which was made this Tuesday on the official Google AdWords Blog, states that these native Gmail ads are now available for all advertisers through AdWords.
Native advertising on Gmail as described by Google:
“The ad has two main parts:
The collapsed ad that users initially see that matches the look and feel of the Gmail inbox. Users can click on this to expand it and get more details.
The expanded ad unit is triggered by a click on the collapsed ad. This is a full-page native ad that recreates the informational and visual richness of a landing page. After users click to expand, any subsequent clicks on your content are free, including clicks to save the ad to your inbox or forward it to others.”
Essentially, these native adverts will appear at the top of your inbox, but they won’t be fully displayed unless clicked upon – the same as a standard email. Of course, constructing eye-catching copy will be of huge significance for these ads because; a) they won’t be fully visible unless ‘opened’ and; b) users have the ability to block specific advertisers, or turn off interest-based advertising altogether.
Planning a native advert in Gmail shouldn’t be too daunting a process however, as they still enjoy the same display targeting options found in the other AdWords options – such as Keywords or User Demographic.