How Gmail Ads Work

Gmail is one of the most popular email services in the world, with over 1.5 billion active users. This makes it an attractive platform for advertisers looking to reach a large and engaged audience. Gmail Ads is a powerful advertising tool that allows you to target your audience directly within their Gmail inbox. In this article, we will explore the advantages of using Gmail Ads, how they appear, and how to set them up.


Advantages of Gmail Ads

With Gmail Ads, you can target your audience based on their interests and demographics. This means that you can show your ads to the people who are more likely to be interested in your products or services, increasing the chances of converting them into customers.

Gmail Ads allows you to target your audience in several ways, including:

Audience segments: Google has a wide range of categories that users can be interested in, such as sports, technology, or fashion. You can select the segments that match your business and target users who have shown interest in those topics. This can include people who have visited your website or sent you enquiries.


Demographics: You can choose the age, gender, and location of your target audience.

By targeting your audience with precision, you can show your ads to the right people at the right time, improving the chances of converting them into customers.



How they appear

Gmail Ads are displayed as an email in the Promotions tab of the user’s inbox. When the user clicks on the email, the ad expands and shows a headline, description, image, and call-to-action button. The user can also save the ad for later, forward it to a friend, or dismiss it.

Gmail Ads have a high engagement rate because they are not disruptive to the user’s experience. Unlike other forms of advertising, such as pop-ups or interstitials, Gmail Ads do not interrupt the user’s browsing experience. Instead, they are integrated seamlessly into the user’s inbox, making them more likely to be noticed and engaged with.

To set up a Gmail Ad campaign, you will need a Google Ads account to create a Discovery campaign. If you don’t have one, you can create an account at  To learn more about creating effective Google advertising campaigns, have a look at our Digital Advertising course!



By taking advantage of Gmail Ads, you can show your ads to the right people at the right time, increasing the chances of converting them into customers. Whether you’re looking to drive website traffic, increase sales, or generate leads, Gmail Ads can help you achieve your business goals.

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Instructor: Eng Yeow

About the author

Eng Yeow possess a vast and diverse digital experience with 10 years of programming background at Singapore Technologies and Agilent Technologies. His keen interest in running a digital business saw him moving on to digital marketing where he started up a comparison shopping site and advancing to data analytics tracking campaign performances and strategizing for online business performance.

Since then he has been a dedicated SEM consultant with over 6 years of experience –helping MNC and SME brands successfully drive leads to their websites and online campaigns. National Instruments, Fuji Xerox, Autodesk and e2i are some of the clients who have also engaged his expertise to conduct SEM corporate classes for their marketing teams.

An NTU graduate, Eng Yeow is a certified SEM professional with Google and Bing ads. He also possesses vast experiences in major online advertising platforms which include Google, Yahoo, Bing, Facebook and LinkedIn.