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Gmail Ads: New Targeting Features

by Leandra Parks   |   Nov 01, 2017

There have been a lot of changes in the last few months for Gmail advertising. These changes involve the way Google targets their ads to users. Previously, Google's free Gmail service would scan a user’s email content to serve targeted ads, but they have recently moved away from this targeting method. Google stated that, "this decision brings Gmail ads in line with how they personalize ads for other Google products. Ads shown based on a user's settings."

Although some targeting options are no longer available, I’m excited about the new targeting features Google has rolled out. This blog post will outline all of the new features available in the Adwords interface.

Targeting Option 1: Household Income Targeting

Now, we have the option to target users by household income levels. According to Google, you can reach customers in the US, JP, AU, or NZ across the following income buckets:

  • Top 10% Household Income
  • 11-20% Household Income
  • 21-30% Household Income
  • 31-40% Household Income
  • 41-50% Household Income
  • Lower 50% Household Income
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Targeting Option 2: In-Market Audiences & Life Events

In-Market Audiences

You can now target ads to users in the market for or actively researching services in the following categories:

  • Apparel & Accessories
  • Autos & Vehicles
  • Baby & Children's Products
  • Beauty Products & Services
  • Business Services
  • Computers & Peripherals
  • Consumer Electronics
  • Dating Services
  • Education
  • Employment
  • Event Tickets
  • Financial Services
  • Gifts & Occasions
  • Home & Garden
  • Real Estate
  • Software
  • Sports & Fitness
  • Telecom
  • Travel
Life Events

Targeting by life events allows you to reach users who are in the midst of or have recently completed a significant milestone in their lives. So far, Google has rolled out three life events advertisers can use to target users:

  • College Graduation
  • Moving
  • Marriage

Google's life event targeting offers its users benefits in terms of data collection and targeting accuracy. Through machine learning, Google is able to identify and bucket users into life event categories regardless of differences in cultures and searches. Life event targeting offers the following:

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Targeting Options 3: Affinity Audiences

Affinity audiences target users based on their long-term interests or consumer patterns.

Use this targeting option in your Gmail ads to target users who frequently shop, dine or visit businesses in any of the following categories:

  • Banking & Finance
  • Beauty & Wellness
  • Food & Dining
  • Home & Garden
  • Lifestyles & Hobbies
  • Media & Entertainment
  • News & Politics
  • Shoppers
  • Sports & Fitness
  • Technology
  • Travel
  • Vehicles & Transportation
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Targeting Options 4: Remarketing*

Just like remarketing in search campaigns, you're able to remarket to users who recently visited your website through remarketing in Gmail ads. This targeting option has its obvious benefits—target users who have previously displayed interest in your service or product.

*According To Google - Remarketing in Gmail will be available by the end of Q4 2017·

Which one of these new Gmail ad targeting features are you most excited about?

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portrait of Leandra Parks

Leandra Parks

Leandra joined Workshop Digital in 2015 with agency and client-side experience. She earned a B.S. in Mass Communications from the University of West Georgia and started her career in SEO at a digital marketing agency in Atlanta. While there, Leandra was exposed to the paid search space and quickly found her passion, learning from her peers and her own self-teaching.

Leandra has worked in the paid digital space for over seven years and is most proud of being a speaker at Hero Conf and SMX West digital marketing conferences. At Workshop Digital, Leandra is excited about developing creative solutions to her client's most challenging business problems integrating paid digital platforms with a strategic approach.