Limited-Time Ads Units Focus on Biggest Shopping Weekend in North America
Just in time for Black Friday and Cyber Monday, Google has rolled out an experimental ad format to help advertisers promote their sales and deals.
As Black Friday and Cyber Monday are widely considered some of the biggest shopping events in North America, it makes sense that Google would want to support advertisers looking to take advantage of curious shoppers in the online market.
According to Google, 100% of searches for “Black Friday” occurred between November 19 and 25 in 2017. This promotion extension is an opportunity to increase your brand’s availability in this highly competitive window of time.
Running from November 15 to 27, this ad format is a simple promotion extension in Google Ads that targets specific keywords and keyword variations:
- “black friday deals”
- “black friday <product name> deals”
- “black friday <company name> deals”
- “cyber monday deals” and variants
- Variations of the above
These ads, as usual, will show at the top of a search results page, but the unique promotion extension adds special offers to the main ad.
Check out an example we found below:
As you can see, the ad shows off some of the top deals available online at the moment, including the discount and a bit of additional information for availability.
Who Can Use These Ads? How Do You Get Started?
These ads and promotion extensions are available to all English-speaking AdWords users and advertisers, but that doesn’t guarantee your promotion will show up in the list.
The first step is to add promotion extensions to the Google Ads interface. Next, you can create ad groups to target Black Friday and/or Cyber Monday keywords, and then write your ad copy. Keep in mind your ad copy is the biggest determinant in whether your ads and promotions are shown off!
Interested in learning more about PPC, AdWords, and other advertising options? Start here: