This week Google Ads notified users that standard Google Shopping campaigns will soon be surfaced on Gmail.

Gmail, meet Google Shopping!

In an email sent out to advertisers, Google stated that Shopping campaigns will be able to reach users “who begin and continue their shopping journey on Gmail.” Both Product Shopping ads and Showcase Shopping ads will be eligible to appear on Gmail starting the week of March 4, 2020.

When this update rolls out, Shopping ads served on Gmail will be reported under the Google Display Network. Your standard Shopping campaigns will be automatically set to run on Gmail, if they are opted into “YouTube, Gmail and Discover.” 

Google has been hinting at major cross-platform marketing developments like this ever since they revamped Google Shopping last year.

How to check your campaigns

Here’s how you can check if a campaign is opted into this network:

  1. Sign in to your Google Ads account
  2. Click the Campaigns tab, then click the standard Shopping campaign you would like to check.
  3. Click the Settings tab.
  4. Under “Networks”, look for a checkbox next to “YouTube, Gmail and Discover”. If this is checked, your campaign is opted into this network.

Why it matters

Google is the most popular search engine in the world and Gmail itself is used by over a billion people.

This is just another flexible addition to Google’s repertoire of ad spots. It may even be a particularly strong addition, as people already seek email newsletters and general marketing material from brands they subscribe to.

Well-targeted, optimized ads that appear in this space may be better received here than in other spots. Only time will tell.

The Google Shopping Optimization Handbook
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