Google tests shopping-style ads in Gmail promotions tab

Google is reportedly testing a new ad format that could soon display large e-commerce ads on its mobile app for iOS and Android smartphones turning it into a mini shopping destination. Google's email app already shows users ads on the Promotions tab, but a new visually enhanced ad format was recently spotted in testing. According to a media report, it lets advertisers place e-commerce ads for products along with their names and images. When users interact with these ads, they will expand to reveal additional details such as pricing, ratings, and even external links, the report stated.

It also allows advertisers to include a call-to-action (CTA) button directing users to make a purchase or explore similar products on external websites or apps, according to the report. The format is said to depend on product feeds, which may be sourced from Google Merchant Center.

While Google has not yet updated its official documentation to reflect these changes, the new format appears to be in the testing phase. The development is seen as part of its broader strategy to introduce native-style advertising across its platforms. If the test performs well, the format could be expanded to other Demand Gen surfaces such as YouTube and Google Discover.