Many sophisticated features and types of targeting, like Customer Match, are compatible with Gmail ads. To keep our users safe, though, Gmail ads are not compatible with certain Google Ads features. When creating your Gmail ads, keep in mind the following points:

• Goals. To create a Gmail campaign, you can select from the following goal categories: Sales, Leads, Website traffic, Product & brand consideration, and Brand awareness & reach. Gmail campaigns will also be available if you opt out of goals. 
• Campaign type. You need to select the Display Network and choose Gmail campaign subtype.

• Incompatible Targeting. The following targeting methods aren't available for Gmail ads:

  • Placement targeting
  • Topic targeting
  • Custom affinity audiences
  • Area of interest
  • Content Keywords (previously known as Display Select Keywords)
• Frequency capping. Custom frequency capping is not supported.
• Third parties. Third-party ad serving/impression pixels are not supported, although clients can use third-party click trackers in their ads.
• Final URLs. Newly created or edited Gmail ads except custom HTML are compatible with final URLs and tracking templates. Learn more about Upgraded URLs.

For specific content disapproved in Gmail ads, see the Gmail ad policy article. 

How to create a Gmail campaign

1. Sign in to your Google Ads account.
2. Click Campaigns in the page menu. 
3. Click the plus button , then select New Campaign. 
4. Select one of the following goals: Sales, Leads, or Website traffic. Or, choose not to use a goal. 
   1. If this step doesn’t reflect what you’re seeing in your account, select a campaign type first then select a goal. Learn more about goals in the new Google Ads experience.
5. Select the Display campaign type.  
6. Select Gmail campaign, then finish creating your campaign.

Using a personalized feed

Gmail ads also support dynamic remarketing for Hotels & Rentals and HPA feeds. While you are creating or editing your Gmail campaign:

1. Click Additional settings from under the "Daily budget" section.
2. Click the check box next to "Use a data feed for personalized ads"
3. Click the drop-down menu to select the feed you want to apply to your Gmail ads.

There are two ways to create ads:

1. Create: 

• You can upload your text, image, and video assets and we will optimize your creative for you. 

2. Upload: 

• You can upload a single image ad. Learn more about Gmail ads. 
• You can create a fully customized HTML ad and upload via a zip file containing an html file, images, a collapsed ad image, and a teaser.txt file. Learn more about Custom HTML. 

​Before your ads show to customers, they're reviewed to make sure they meet our advertising policies. Your ad should be approved within 2 business days. 

How to create a Gmail ad

1. Sign in to your Google Ads account.
2. Choose Display campaigns from the navigation panel. 
3. In the page menu on the left, click Ads & extensions. 
4. Click the plus button .
5. Select Gmail ad.
6. Provide the required information to create a Gmail ad. 

How to upload a Gmail ad

1. Sign in to your Google Ads account.
2. Choose Display campaigns from the navigation panel. 
3. In the page menu on the left, click Ads & extensions.
4. Click the plus button . 
5. Select Upload Gmail ads or select Upload display ads then select a Gmail campaign.
6. Provide the required information to create a Gmail ad.

How to target your ads

There are several ways to target your Gmail ads to the right audience. The following are the only types of Display Network targeting available for Gmail ads.

• You can create Customer Match audiences using a list of customer emails from people who have provided their email addresses to you or your company.
• You can use similar audience targeting based on your Customer Match audience.
• You can add the following targeting options: remarketing, in-market, affinity, audience keywords and demographics. 

Ad specifications

Important policy note: All the parts of your ad need to link back to the same advertiser (you) and be relevant to the product you’re promoting. For example, the “sender” name needs to represent the same advertiser as the one in the display URL field.