Google expanding Shopping ads to Gmail.

Google Ads announced Shopping ads (both Product Shopping and Showcase Shopping ads) that target the Google Display Network will be eligible to show on Gmail – in addition to YouTube and Discover – starting the week of March 4th.

When Shopping ads are rolled out to Gmail, data will be reported under the Google Display Network. Standard Shopping campaigns will be automatically enabled to run on Gmail, as long as the campaigns are opted into “YouTube, Gmail, and Discover.”

Why should you care? Google is putting Shopping ads across its properties and further opening demand in Gmail and Discover, where Google has previously been treading slowly. Retailers have been steadily shifting more of their search budgets from text to Shopping ads. The expansion to Gmail, YouTube and Discover mean Shopping campaigns are potentially targeting users across a wider spectrum of the sales funnel.

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