- Google Tests Shoppable Gmail Ads expanding to Product Entry Experiences
- The New Format tab blends campaigns with E -Handel shopping carousel interface
- Gmail can become a new performance channel for e-commerce-driven marketing people
Google has long dominated the digital advertising market by placing ads across its huge ecosystem, including search, YouTube and millions of partner sites and apps.
The technical giant’s strength in the market lies in combining massive range intention signals, providing brands a number of tools to promote products and services.
A report from Search engine soil Have now claimed that Google is now testing a new ad format that brings shopping features right into Gmail.
This update focuses on the Promotions tab, where a new visually rich ad device shows highlighted products and includes brand names and images.
Once clicked, these ads will be expanded to show a carousel of products, complete with images, pricing, average star classifications and labels such as “Free Shipping.”
This format will transform the Promotions tab into a light shopping platform rather than just a folder for marketing -e emails.
Screenshots from the test, shared by Thomas Eccel of JVM Impact, Show Pool Cleaner Brands iRobot and Wybot using the new format.
The layout mirrors a Mini product gallery that encourages users to explore more lists directly from their inbox.
This new format mixes Google’s demand gene targeted at product-first visuals that are similar to its shopping ads.
If it continues, it can allow E trading marks to connect to users in a space that is usually for campaigns and messages rather than transactions.
Marketing people who focus on performance and conversions are likely to see this as a new way of capturing user interest in an already attention -saturated environment but for those of us who do not want to be Sold to in our inboxIt can feel like a more ad more to many.
Still, it’s hard to deny that it fits well with Google’s E email provider. Gmail is already filtering promotional content, and this gives the company a way to use this space for ads that looks at the experience.
It also fits a wider move from Google to inject multiple native E -commerce features on its platforms.
Search engine soil Points out that if the test succeeds, the ad format could be extended to surfaces such as Discover and YouTube, which are already part of Google’s demand campaigns.
