- Google tests Gmail Shoppable ads that develop in experiences rich in products
- New format promotions tab with electronic commercial carousel interface
- Gmail can become a new performance channel for electronic trade specialists
Google has long dominated the digital advertising market by placing announcements in its vast ecosystem, including research, YouTube and millions of partner sites and applications.
The strength of the technology giant on the market lies in the combination of intention signals with massive scope, giving brands a range of tools to promote products and services.
A report of Land of search engines Now said that Google is now testing a new advertisement that brings purchase features directly to Gmail.
This update focuses on the Promotions tab, where a new visually rich announcement unit will show star products and include brand names and images.
Once clicked, these announcements will develop to show a carousel of products, with images, prices, medium stars dimensions and labels like “free delivery”.
This format will transform the promotions tab into a light purchase platform rather than a simple file for marketing emails.
Screen screenshots of the test, shared by Thomas Eccel from JVM Impact, show the cleaner brands of Irobot and Wybot pool using the new format.
The arrangement reflects a mini gallery of products, encouraging users to explore several lists directly from their reception box.
This new format mixes the demand for Google’s demand with visuals first products that resemble its purchasing ads.
If this goes ahead, this could allow marks of electronic commerce to connect with users in a space generally for promotions and announcements rather than 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 at our reception boxThis could look like another announcement too much.
However, it is difficult to deny that it is a good choice for Google’s messaging supplier. Gmail already filters promotional content, which gives the company a way to use this space for advertisements that seem native of experience.
It is also suitable for a wider Google decision to inject more native electronic commerce features into its platforms.
Land of search engines Stresses that if the test succeeds, the AD format could extend to surfaces like Discover and Youtube, which are already part of the campaigns of the demand for Google’s demand.
