Promotion Extensions are a powerful feature in Google Ads that allow advertisers to highlight special offers, sales, and discounts beneath their search ads. These extensions help businesses showcase time-sensitive deals and promotional events to potential customers searching for relevant products o…Promotion Extensions are a powerful feature in Google Ads that allow advertisers to highlight special offers, sales, and discounts beneath their search ads. These extensions help businesses showcase time-sensitive deals and promotional events to potential customers searching for relevant products or services.
When you implement Promotion Extensions, your ads display additional information about your current promotions, including the specific discount amount (percentage or monetary value), promotional codes if applicable, and the dates when the offer is valid. This extra visibility helps your ads stand out from competitors and provides users with compelling reasons to click through to your website.
Promotion Extensions support various occasions and events, including seasonal sales like Black Friday, Cyber Monday, Christmas, Back to School, and many other holidays throughout the year. You can also create custom promotions for brand-specific events or general sales that dont align with traditional holidays.
The key benefits of using Promotion Extensions include increased click-through rates, as users are naturally drawn to savings opportunities. They also improve ad relevance by providing specific details about what customers can expect when they visit your landing page. Additionally, these extensions take up more real estate on the search results page, making your ad more prominent and noticeable.
To set up a Promotion Extension, you need to specify the occasion type, language, currency, promotion type (percentage off, up to a certain amount off, or free shipping), and the item being promoted. You can also set specific start and end dates to ensure your promotions only show during the appropriate timeframe.
Best practices include keeping your promotions current and accurate, using compelling offer details, ensuring your landing page reflects the advertised promotion, and scheduling extensions to align with your actual sale periods. Promotion Extensions work alongside other ad extensions to create a comprehensive and attractive ad presentation that drives qualified traffic to your business.
Promotion Extensions in Google Ads: Complete Guide
What Are Promotion Extensions?
Promotion Extensions are a type of ad extension (now called assets) in Google Ads that allow advertisers to highlight special offers, sales, and discounts within their search ads. They appear below your ad text and showcase specific deals with details like discount amounts, promo codes, and occasion labels.
Why Are Promotion Extensions Important?
Promotion Extensions are crucial for several reasons:
• Increased Visibility: They make your ads larger and more prominent on the search results page • Higher Click-Through Rates: Shoppers actively looking for deals are more likely to click on ads displaying promotions • Competitive Advantage: Stand out from competitors by showcasing your offers prominently • Seasonal Relevance: Perfect for highlighting holiday sales, clearance events, and special occasions • No Additional Cost: You only pay for clicks, not for displaying the extension
How Promotion Extensions Work
When setting up a Promotion Extension, you can specify:
• Occasion: Pre-defined events like Black Friday, Christmas, Back to School, Valentine's Day, etc. • Promotion Type: Monetary discount (e.g., $20 off) or percentage discount (e.g., 15% off) • Item: What the promotion applies to (e.g., shoes, electronics, all orders) • Promo Code: Optional code customers can use • Minimum Order Value: Orders over a certain amount to qualify • Final URL: Landing page for the promotion • Date Range: When the promotion should appear
Google will automatically show your promotion extensions when they're likely to improve performance.
Best Practices for Promotion Extensions
• Keep promotions current and accurate • Use occasion labels for relevant holidays and events • Set appropriate start and end dates • Ensure your landing page reflects the advertised promotion • Create multiple promotion extensions to test different offers
Exam Tips: Answering Questions on Promotion Extensions
Key Points to Remember:
1. Know the available occasions: Questions may ask about pre-defined occasion options like New Year, Valentine's Day, Mother's Day, Father's Day, Back to School, Halloween, Black Friday, Cyber Monday, Christmas, and more
2. Understand scheduling: Promotion Extensions can be scheduled to run during specific date ranges, which is essential for time-sensitive offers
3. Remember the discount types: You can choose between monetary discounts (dollar/currency amounts) OR percentage discounts
4. Landing page requirements: The final URL must lead to a page that features the promoted offer
5. No extra charges: Promotion Extensions do not cost extra to display; standard CPC applies when clicked
6. Mobile and desktop: They can appear on both mobile and desktop devices
7. Character limits: Be aware that promotion text has character limitations
Common Exam Question Themes:
• When to use Promotion Extensions versus other extension types • Benefits of using Promotion Extensions for e-commerce advertisers • Required fields versus optional fields when creating promotions • How Google determines when to show Promotion Extensions • Scenarios involving seasonal sales and holiday promotions
Quick Reference: If an exam question describes a retailer wanting to highlight a seasonal sale, special discount, or limited-time offer in their search ads, Promotion Extensions are typically the correct answer.