Email is a big part of our everyday routines as a go-to place for staying in touch with family, friends and colleagues. It’s also a great way to get the latest updates from our favorite brands, whether we’re hearing about a huge weekend sale, getting deals on vacation packages, or learning about a new cutting-edge product. For several years, we’ve been working with advertisers to extend their email marketing strategies and test ways to bring more relevant offers to users with native Gmail ads1. Starting today, these native Gmail ads are now available for all advertisers directly in AdWords.

Rich and interactive ad formats

As we’ve developed Gmail ads, we’ve tested various formats to see what users find most engaging. One improvement we’ve made is to remove standard text ads from Gmail and show fewer, higher-quality native ads that integrate more seamlessly with the inbox experience.

With today’s announcement, advertisers can manage native Gmail ads right in AdWords by setting up a Display Network campaign and creating a Gmail ads format in the Ad gallery. 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. 

Advertisers can choose from several customizable Gmail ads templates for the expanded ad unit. They can feature a single image, highlight a promotion that combines an image with a description and call-to-action button, or showcase multiple products at once. The custom HTML format offers the greatest amount of flexibility in how you configure your assets and allows you to create an even richer ad experience by including videos, forms, phone numbers, and multiple links and calls-to-action.

Expanded ad unit examples

Reach your audience with advanced display targeting

You can use most of the display targeting options you’re already familiar with like keywords, affinity audiences, demographics, and topics. For example, a sports apparel advertiser could select relevant topics like “Fitness” and “Sporting Goods” or reach people in the “Health & Fitness Buffs” or “Running Enthusiasts” affinity audiences.

Brands like Marriott International are already using Gmail Ads to connect with users looking for compelling offers:

“We've had a lot of success working with our media agency, Beeby Clark+Meyler, to run Gmail ads and drive awareness for Renaissance Hotels. The larger ad unit allows us to feature videos and imagery that highlight the experience at Renaissance Hotels and our commitment to helping guests discover something new at their destination. We partnered with our creative agency, Anomaly, to embed rich visuals into our ads, and were able to drive great user engagement with 25% longer time spent on site and an 18% increase in pageviews per visit on This unit has also delivered ongoing high reach for the Renaissance Hotels brand. Since then, we've rolled out Gmail ads to additional Marriott International brand hotels globally and we're excited to launch them soon for our Autograph Collection Hotels as well."
Amy Sherman, Senior Director of Digital Marketing - 

Giving users control over the ads they see

As Gmail ads have evolved, we've continued to give users the ability to actively control the types of ads they see. As with other Google ads, users can manage their ad settings to remove unwanted ads from specific advertisers. They can also opt out of interest-based ads entirely.

To learn how to set up your first Gmail ad, visit our Help Center for more information.

Posted by Omry Pruzan, Senior Product Manager, Gmail ads

Gmail ads do not run on Gmail for work as part of Google Apps for Work

Earlier this year, we introduced dynamic structured snippets. This automated ad extension gives your customers a better sense of the content on your website before they click on your ad. Whether it’s highlighting a list of hotel amenities or top clothing brands, dynamic structured snippets make your search ads more relevant and helpful while saving you time and simplifying campaign management.

Over the past few months, many of you have been seeing tremendous success with dynamic structured snippets. And we’ve heard that you sometimes want to customize the information that shows in this format. That’s why today we’re starting to roll out structured snippet extensions: advertiser-provided structured information that show with your text ads.
From amenities to brands to product types, you’ll now be able to select a predefined “Header” and input a list of customized values that make the most sense for your business. For example, if you’re a hotel brand promoting hotel property, you can now create a structured snippet for “Amenities” and order them accordingly.
Using structured snippets with callouts

Structure snippets and callouts have distinct attributes and benefits.
Learn more

Structured snippets will be rolling out to all AdWords accounts over the coming weeks. Please note that structured snippets can only be created in English at this time.

Ad extensions typically boost the performance of an ad and are also a factor in Ad Rank. Though ad extensions aren’t always eligible to show, the more you provide, the better the auction is at selecting the best combination of extensions to improve performance.

For more information about setting up structured snippets, see the AdWords Help Center.

Posted by Senthil Hariramasamy, Product Manager, AdWords

Nearly 60% of smartphone users expect their favorite apps to look visually appealing. We’ve always believed that in-app ads can enhance an app’s overall experience by being well designed. So today we’re announcing a completely new look for our interstitial in-app ad formats - also known as full-screen ads - that run on apps in the AdMob network and DoubleClick Ad Exchange.

Inspired by Material Design, the new app install interstitial comes with a beautiful cover photo, a round install button, and matching color schemes. Technology called “color extraction” makes the ads more consistent with the brand's look and feel -- we extract a dominant color either from the cover photo or app icon and apply it to the footer and install button. We found that having a greater variety of designs and colors can improve conversion rate.

Other features include the app’s rating, and a screenshot gallery which appears when a user taps ‘More images’, so users can learn more about the app without leaving the ad.
BeforeAfter (4).png
The previous design of our app install ads on the left, and our new version on the right.
Lineup (1).png
Different examples of color matching.             
Our app install formats have driven more than a billion downloads across Android and iOS. You can use these new designs automatically when you run a mobile app install campaign on the AdMob network in AdWords. That’s right, no extra work required!

Next, our new text-based ads are easier to read, and contain a larger headline and a round call-to-action button that clicks through to a website.
prev_wayfair.png               new_wayfair.png

On the left, the previous text ad interstitial design, and the new version on the right. 

As with other ad format innovations, our ads UI team test multiple designs - ten in this case over the course of a year - to find final versions that increase clicks and conversions for advertisers, and a positive experience for users. Both app install and text ad formats appear within the app and can be closed easily, so users can return to what they were doing with a single tap.

As we announced at Google I/O this year, the volume of interstitial impressions has more than doubled across AdMob since last July, so now’s a great time to get your business in front of more app users.

If you’re a developer looking to learn more about earning with in-app interstitial ads in your app, visit AdMob now. These new designs will also be available to developers monetizing their apps with DoubleClick Ad Exchange.

Posted by Pasha Nahass, Product Manager

Dynamic Search Ads are driving great results for businesses, and, as we announced last month, DSA is now more powerful than ever.

As you reach all sorts of interested users via Dynamic Search Ads, we’ve created a Best Practices checklist to help you get the most out of DSA.  Beyond Keywords, a checklist for optimizing Dynamic Search Ads, is loaded with recommendations and tips, such as:
  • Why you should create targeting groups based on user behavior
  • How to exclude traffic you don’t want captured
  • Which tactics to combine with DSA to improve performance
Review the checklist and start optimizing today.

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Posted by Matt Lawson, Director, Performance Ads Marketing

We’re constantly looking for ways to give thoughtful, relevant information as shoppers browse, compare and research during their I-Want-to-Know moments. At the same time, we want to help you differentiate your products and stand out on Google.

Promotional text, an optional message added to your ad groups in AdWords, was part of our first efforts to do just that. We noticed many of you use promotional text to highlight special offers or free shipping, so today, we’re excited to introduce new automated extensions for shopping ads (PLAs).

Automated extension for shopping ads

These new extensions are displayed alongside your shopping ads (PLAs) at no additional work or cost. They use existing information you’ve provided in your Merchant Center settings and data feed to automatically show free shipping and price drop information in a consistent and digestible way for shoppers.
Promotional text retirement

Based on initial results, we’re seeing shoppers prefer these new automated extensions over promotional text and advertisers are getting better click through rates with it too. Thus, we’ll be retiring promotional text at the end of September 2015 and start surfacing automated extensions more frequently instead.

For those who use promotional text, no additional action is needed. Your ads won’t be otherwise affected and will continue to reach shoppers searching on Google. If you want to highlight other offers aside from free shipping and sale prices, we strongly encourage you to take advantage of our other shopping extensions:

Availability of this extension may vary by country, so check out the above help center articles for more details. You can find more information on automated extensions in our help center as well.

Posted by Tom Beyer, Product Manager, Google Shopping

Last year, we launched powerful reporting and campaign management features like Auction insights to provide more visibility into the auction and ranking for Google Shopping. Going one step further today, we’re excited to introduce a suite of bidding strategies for Shopping campaigns. These enable you to go beyond manual max CPC bidding to deliver specific bids for each auction, tailored to people’s context.

Maximize Clicks
If you’re looking to capture as much traffic as possible within your budget, this is the bidding strategy for you. Maximize clicks will automatically adjust your bids and is also a great way to promote doorbusters on your website or in-store with local inventory ads.

Mario Märzinger, Vice President Marketing at home24 says, “We are extremely happy with the ability of maximize clicks to deliver more traffic at significant cost savings! Testing this bid strategy on one of our key product lines, we received 7% more clicks at 13% lower CPCs one month into the test.”
Enhanced CPC
If you want to manage your own bids or use a third-party bidding platform, enhanced CPC is your best bet. It dynamically optimizes on top of your bid in real-time so you get more conversions or sales at a similar cost. We’re seeing advertisers get as many as 7% more conversions at the same cost with eCPC!1

Radhika Aggarwal, co-founder and Chief Business Officer at says, “We manage our bids as much as we can, and by using enhanced CPC, we’re able to optimize our bids based on user context and auction dynamics. Enhanced CPC’s real-time bidding has helped ShopClues improve our ROI and really elevate our performance.”
Target ROAS
If you don’t have time to manage your bids manually and are revenue-driven, let target return on ad spend (ROAS) do the heavy bidding lifting. With target ROAS, you choose your desired ROAS and it’ll dynamically bid so products that’ll drive more revenue will get higher bids.

Currently a beta, target ROAS is available to a handful of retailers. If you’re interested in participating in this beta and being an early adopter, please fill out this request form.
We’re very excited by these automated bidding solutions for Google Shopping. We'll continue to explore and invest in additional ways to help you be more effective and efficient with campaign management and bidding. For more information, check out the AdWords help center on bidding strategies and best practices for AdWords bidding.

Posted by Dimitris Meretakis, Product Manager, Google Shopping

1 Google Shopping internal data, August 2015.

We hope you’re excited as we are about last week’s launch of the Report Editor. This powerful new AdWords tool lets you explore your account data in brand new ways from within your browser.

On the heels of that update, you should also be sure to check out our brand new guide to AdWords reporting: Special Reports. Inside the guide you’ll find advice about how to surface the right insights in your account and how to turn those insights into action. Specifically, learn how to:
  • Frame analyses around what success looks like for you
  • Give analyses the appropriate context
  • Tell a story that translates reports into action
  • Tailor reports to be uniquely meaningful to your needs

There are plenty of example reports throughout that are intended to inspire you as you put together your own analyses. Whether you run those analyses via the Report Editor or via any of the other different ways to report on AdWords performance, find actionable insights through smart reporting. Happy analyzing.

Want to stay on top of even more Best Practices? Sign up to receive our monthly newsletter.

Posted by Matt Lawson, Director, Performance Ads Marketing

In March, we announced the AdWords app to help you manage your campaigns on the go from your Android mobile device. Now, the app has been installed hundreds of thousands of times in 195 different countries.
You’ve told us what you like so far. “The AdWords mobile app has quickly proved itself as a valuable tool to help me stay on top of my ad campaigns,” shared Clarence Smith of Blue Emu. “It includes my favorite features like editing campaign status and making bid adjustments that help me manage performance within seconds. And, it includes a few exclusive goodies—like real-time notifications and updates—that help me stay updated on critical changes in my account, wherever I am.”

You suggested, we built 

And, we’ve heard your suggestions for what you wanted to see next. Starting this week, AdWords app users will gain more visibility into ad performance with several new features, including:
  • a new billing summary
  • additional columns
  • updates to your performance tables 
We created the new billing summary to help you manage payment options, and provide you with an easy-to-see dashboard of your billing and payment information. For example, you can now view payment history, add and update your payment method (add a new card, set up a backup card, or edit an expiration date), and edit your billing profile - all from your Android smartphone.
The app now also has additional columns — for conversions, impression share and campaigns — that can be added to your performance tables so you can view and make quick optimizations on the go. For example, if a campaign is limited by budget, you can quickly adjust it. Or, you can monitor your keywords’ conversion metrics and adjust bids in a few taps to help you meet your performance goals.

Lastly, the performance tables for your campaigns, ad groups, keywords and ads let you horizontally scroll through more columns to see insights about your performance.

Get the app today 

If you haven’t downloaded or used the AdWords app yet, now is a great time to start. The app is available for download on Android from Google Play. Stay tuned for the iOS version. To learn more about the AdWords app, check out this video and visit the AdWords Help Center.

We value and listen to your feedback to help us improve the app. Please continue to share your thoughts through the app’s feedback section or on this form to help us shape future updates.

Posted by Cameron McKnight, Product Manager, AdWords

Over the course of the next few months, we will be rolling out the Report Editor—a powerful AdWords tool that lets you explore your account data in brand new ways from within your browser.

Slice and dice your data in seconds

The Report Editor provides an easy-to-use interface that lets you build custom tables and charts that can be segmented, sorted, and filtered to help you find the insights that matter to your business.

With Report Editor, you can:
  • explore your data with simple drag and drop actions 
  • sort, filter, and pivot your data to focus on the slices of information you need
  • visualize your data in pie, bar, or line charts to reveal powerful insights
  • apply multiple segmentations to analyze your data with finer granularity
Getting started with the Report Editor is easy. For example, to examine performance across devices, simply drag and drop the metrics and dimensions you like into your table or chart. You can look at metrics like impressions, clicks, and conversions, and then add dimensions like device, campaign, or ad group to segment your data further.

Visualize your data for more powerful insights

Visualizing data in a chart can make your data more actionable. Charts can quickly unveil performance trends that may be missed when looking at numbers alone. Now, you can instantly create a line, pie, or bar chart to surface your key insights. Want to try a different visualization? It just takes a click to instantly switch between different charts and tables. Just like tables, you can save and share your charts with others or set them to run regularly.

Advertisers who have tried the Report Editor are already benefitting from the tool’s flexibility and speed. Eve Denton, Senior Account Manager at Metric Theory tells us, “The Report Editor lets me instantly analyze performance data for mobile, search, and location. I can also manipulate my report at the drop of a hat—all I need to do is drag and drop. Having the ability to quickly alter the date range I'm viewing rather than re-downloading and re-pivoting has vastly decreased the amount of time I spend creating reports.”

Getting started

We are rolling out access to the Report Editor over the next few months. You’ll know you have access when you see the new Reports tab in your account. From the Reports tab, you can open a pre-defined report or create your own report from scratch.

Check out the new Advanced Reporting guide for tips on monitoring actionable insights in your reporting and the AdWords Help Center for more details on how to use Report Editor. Stay tuned for future updates that will let you add even more data to the Report Editor.

Posted by Jon Diorio, Group Product Manager, Google AdWords 

Marketers start every campaign with an objective. Clothing retailers may look to attract website sales, pizzerias want customers to call in orders, and soft drink brands want consumers to be aware of their beverages. That’s why we’re introducing a new, easier way to create Display campaigns that helps you pick the right settings based on your marketing objectives.
The new Display setup flow offers a list of objectives designed to meet the needs of marketers large and small, across many industries:

  • Build awareness: e.g. an auto manufacturer looking to promote a new SUV model
  • Influence consideration: e.g. a home electronics brand encouraging customers to research its new washer/dryers
  • Drive action: e.g. a hotel hoping to get customers to book rooms; a dentist wanting new patients to call; or an app developer looking to drive installs

After you select your marketing objective, AdWords guides you to the most relevant targeting and bid settings to meet it. For example, if your goal is to “Build awareness” and get consumers to see your ad, AdWords will show bidding on viewable impressions, which is designed to optimize the reach of your campaign. If you want to “Drive action” by encouraging customers to visit your business, then AdWords will show CPC bidding so you pay only when a user is interested enough to click your ad and learn more.

Making keyword selection and audience targeting easier

We’ve also made it easier to build keyword lists for your Display campaigns when you use the new setup flow. Simply provide your landing page and AdWords will generate keyword ideas tailored to your page content. For instance, if you have a coffee shop, AdWords might suggest “best coffee,” “best coffee maker,” and “how to flavor coffee beans” based on the content of your landing page.

We’ll also show customized in-market and affinity audience ideas based on your landing page content. For instance, if you’re a car dealer who wants customers to visit your showroom, AdWords might recommend an in-market segment like “auto shoppers.”

You’re still in the driver’s seat

If you’d like to view or change individual bidding and targeting settings, you can do so with just a few clicks. You can also switch marketing objectives at any time or choose to create your campaigns without an objective.

It’s now easier than ever to pick the right settings to achieve your marketing objectives.

Posted by Jens Skakkebaek, Group Product Manager, Google Display Network