With Black Friday, Cyber Monday, and the holiday season fast approaching, you’re probably knee-deep in holiday account planning.
Today, we’re zeroing in on a Google Ads feature that you can use all year ‘round, but may be particularly useful to you and your customers during the holidays: Promotion assets.
Promotion assets (formerly known as promotion extensions) are an optional addition to your Search or Performance Max campaigns. They allow you to highlight special deals, sales, and discounts your business is currently running, alongside your standard ad headlines and descriptions.
Promotion assets can show on Google Search, and on Google Maps if you have a local promotion offer.
While you absolutely can edit your search ad text to include promotional messaging, promotion assets offer a few unique benefits. Specifically, they:
- Stand out in search results: Promotion assets may be bold or have a box around them, so they can really capture a user’s attention and increase your click-through rate.
- Allow for flexibility: You can highlight deals and offers without constantly editing and re-submitting your core ad text. You can even schedule them to go live (and turn off) in advance, which saves you lots of time.
To show special deals and sales with your Shopping ads, you need to set that up in Google Merchant Center rather than Google Ads. These are called Merchant Promotions, and they run through a separate system.
If you’re an ecommerce business, head over to Merchant Center to set up your deals and promotions.
To create a new promotion asset, go to Assets > Assets on the left-side navigation in Google Ads, tap the + button, and choose Promotion.
You can add promotion assets at the account, campaign, or ad group level.
If you define multiple assets across the various levels, Google will use the most specific level available. For example, ad group-level promotion assets would be selected over campaign-level promotion assets.
Part of creating a promotion asset is selecting an “occasion” for your promotion. While you must select from Google’s list of occasions, there is a wide variety of options.
Some are seasonal (like Halloween or Valentine’s Day), but many are generic and flexible, allowing you to run promotions year-round. For example:
- Fall Sale
- Winter Sale
- Spring Sale
- Summer Sale
This means that although you need an “occasion,” promotion assets are not just for big tentpole holidays. Any kind of business can have promotions, sales, and discounts throughout the year.
To ensure your promotion assets get approved, and provide a good user experience, you need to pay close attention to several “fiddly” details. Inconsistency between your asset and your landing page is a common reason for disapproval.
Here’s a checklist of some of those details:
- Language and Currency
- Discount Type: For example
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