- Google Test Buyable Gmail Ads expanding in Rich Product Experiences
- Promotion tab for mixing new formats with electronic commerce purchase carousel interface
- Gmail can become a new performance channel for electronic trade marketing specialists
Google has long dominated the digital advertising market by placing ads in its vast ecosystem, including Search, YouTube and millions of associated sites and applications.
The strength of the technological giant in the market lies in combining signs of intention with a massive range, giving brands a range of tools to promote products and services.
A report from Search engine Now he said that Google is now testing a new ad format that brings shopping features directly to Gmail.
This update focuses on the Promotions tab, where a new Visually rich advertisement unit will show outstanding products and include brands and images.
Once clicking, these ads will expand to show a product carousel, complete with images, prices, average stars classifications and labels such as “free shipping”.
This format will transform the promotions tab into a light shopping platform instead of just a folder for electronic marketing emails.
The screen screenshots, shared by Thomas Eccel of JVM Impact, show the Irobot and Wybot swimming cleaner brands using the new format.
The design reflects a mini product gallery, encouraging users to explore multiple listings directly from their entrance tray.
This new format combines the orientation of Google’s demand generation with first products images that resemble their purchasing ads.
If you continue, you could allow electronic commerce brands to connect with users in a space that is generally for promotions and ads instead of transactions.
Marketing specialists who focus on performance and conversions will probably see this as a new way to capture the interest of users in an environment already saturated with attention, but for those of us who do not want to be Sold in our entrance trayIt may seem one more ad.
Even so, it is difficult to deny that it is a good option for Google’s email provider. Gmail already filters the promotional content, and this gives the company a way to use that space for ads that seem native to the experience.
It also conforms to a broader Google movement to inject more native electronic commerce characteristics into its platforms.
Search engine He points out that if the test is successful, the ad format could expand to surfaces such as Discover and YouTube, which are already part of Google’s demand gene campaigns.
