Google is testing a new ad format that integrates ecommerce features into Gmail, particularly within the Promotions tab. This approach includes visually rich ads displaying featured products, including brand names and images. When clicked, these ads expand to reveal a carousel showcasing product images, prices, ratings, and shipping information. The goal is to transform the Promotions tab into a lightweight shopping platform, allowing ecommerce brands to engage users in a space traditionally reserved for promotional emails. This could create a new performance channel for marketers in an increasingly competitive digital landscape.
Google is testing shoppable ads within Gmail that transform the Promotions tab into a product-rich experience, displaying a carousel of products with visuals and pricing.
The new format blends Demand Gen targeting with product-first visuals, resembling Google's Shopping ads, and aims to connect ecommerce brands with users in their inbox.
This update could turn Gmail into a new performance channel for ecommerce marketers, providing an innovative way to capture user interest in a crowded digital space.
Screenshots from the test show brands like iRobot and Wybot using the new ad format, potentially reshaping how consumers interact with marketing content in email.
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