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AdWords Remarketing and Dynamic Remarketing Campaigns Now Expanded to Gmail

By Anthony Capetola on November, 10 2017

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Anthony Capetola

Tony is the Marketing Manager at Sales & Orders heading up our inbound marketing and advertising team. His latest adventure, though? Being a dad!

Yesterday, Inside AdWords published a lovely reminder about some of the new innovations from Merchant Center and AdWords.

My reaction went something like this:

“New stuff? No ☹.”

“Wait!!!!” New stuff? YES!!!! 😊”

Turns out, buried at the very bottom of the post, Inside AdWords snuck a little gem in there:

“We’ve extended remarketing campaigns and dynamic remarketing ads to Gmail, allowing you to reconnect with customers in their inbox with the right offer at the right time.”

For those of you unfamiliar with Gmail ads in AdWords, I wrote an in depth guide back in November 2016, especially geared towards retailers.

Essentially, Gmail ads acted similarly to Display ads however they (if it’s not obvious by now) only appeared to potential consumers inside their Gmail accounts.

So far, I’ve only ever seen them appear in the Social or Promotions tab in Gmail, and here’s one from today:

gmail-ad-example-1.png

The thing was though, Gmail ads only ever worked in the same way Display did and relied almost entirely on Display-type targeting criteria (if you don’t count Customer Match which is technically Remarketing).

Now it would seem retailers using Dynamic Remarketing can also take advantage of Gmail placement to have their products displayed to previous store visitors.

The same goes for any non-retail sector businesses in general Display Remarketing.

Here’s the thing though….

While this announcement mentions the update, there are no directions from Google on how to implement Gmail-tailored ads for Dynamic Remarketing.

However, and this is an educated assumption, I believe all you will need to do is:

  1. Add mail.google.com as a Placement for your Dynamic Remarketing campaigns
  2. Start by opening your campaign in AdWords and clicking on the Display Network tab
  3. Locate and click on the red + TARGETING button
  4. Select ‘Add targeting’ and then ‘Placements’
  5. Click ‘+ Multiple placements’ and type in google.com
  6. Be sure to select ‘Bid only’ as the option

target-gmail-dynamic-remarketing.png

And that should be it. Save at the bottom of the page and you should be all set. We’re going to test this out and will update at a later date with results.

Note that you could potentially set up a separate ad group entirely for just the Gmail target. That may be the best way as you can better test whether Gmail converts for Dynamic Remarketing.

It’s all fresh and so new, but we’ll be keeping a close eye on Google to see if they provide additional updates or their own set of instructions.

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