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Businesses across the globe have been driving traffic and generating revenue from Google Ads. In the third quarter of 2021, Google generated $65.1 billion from ad revenue. Yes, that’s small and large businesses like yours making that happen. The best part, a significant portion of this revenue was generated from Google Ads promotion extensions.
Here comes the big question — what are Google Ads promotion extensions, and when do you use them? Well, here’s what you need to know.
Let’s say you need an outfit for your friend’s high school prom, you’ll most likely head to Google to search for a suitable outfit. The thing is, during your search for an outfit, you would likely come across a search result as shown below.
From the image above, the price tag icon beneath the Ad is known as the Google Ads promotion extension. You see, promotion extensions are usually displayed underneath your ad. Most times, it’s used to highlight sales on a website. Moving on, you can use the extension to pinpoint whether the promotion is for minimum order values or special occasions.
That’s not all…
If your promotion requires promo codes, you can also specify that in your Google Ads promotion extensions.
From the screenshot, you would see that the promotion extension feature is somewhat different from other Google Ads extensions.
When people are in search of the best deal businesses in your industry have to offer, you get to use the promotion extensions to stand out. And these promotion extensions are displayed in your ad in an easy-to-understand format. This way, you get to catch the eyes of your target audience.
A typical promotion extension can occupy up to 2 lines of text. And these lines of text include vital details of your promotion. This way, your target customers get to quickly see the sale in your promotion extension.
Regardless of the device your target customers are using, promotion extensions will conveniently showcase your offer.
All in all, Google Ads promotion extensions are used for promoting special sale events.
Nowadays, customers go online to search for special sales and offers. With the Google Ads promotion extensions, you get to easily attract these customers. You will agree that special events or holidays like Black Fridays are some of the best times to drive massive sales for your business — and the promotion extensions will help you do just that.
With the promotion extensions, you get to easily include percent or monetary discounts for your products (or services).
That’s not all…
There is an option of including additional requirements needed for the effective promotion of your products (or services). These additional requirements could be discount codes or coupons.
As a general rule of thumb, Google Ads promotions that are designed for specific occasions should be created (and edited) within six months of the start date. If not, the promotion extension will not be eligible to serve.
Now you’ve got a good grasp of ‘what are google ads promotion extensions and when to use them’, you’ve got to focus on how to set up promotion extensions.
Setting up promotion extensions is easy. All you need is to navigate to the Ads & extension tab on the left-hand corner of your campaign.
Next, click on the Extensions option.
Click on the plus button.
And choose Promotion Extension.
You’ve got the option of adding the promotion extension to your campaign, account, or ad group.
After that, you’ve got to choose the occasion for your campaign.
There are lots of options from the drop-down menu. You’ve got to choose one.
Typically, the name of the occasion will appear in your ad extension, and the date will be when the ad extension will start showing on your search engine result pages (SERPs). If you want to tweak the date range, you’ve got to use the Advanced options.
Next, you’ve got to choose your preferred language and currency.
If it’s your thing, you can opt for a monetary or percentage discount as the promotion type.
Next, enter the product (or service) name. After that, you’ve got to provide the Final URL that gets displayed on your Ad.
You’ve got to choose your promotion details (if you have any).
Finally, select your preferred date for the promotion.
Now you’ve got a good grasp of how to set up promotion extensions, the next step is to identify the various promotion types.
To get the best out of your Google Ads promotion extensions, you’ve got to identify the various promotion types.
From the screenshot above, you’d identify four major promotion types — Monetary discount, Percent discount, Up to monetary discount, and Up to percent discount.
The Ad extension that reads “$X off…” — that’s a monetary discount. It’s a static dollar amount that will be discounted from the original price of your product.
If you come across a promotion that reads “X% off…”, then you’re looking at a percent discount. It’s a fixed percent that all product (or service) orders will be discounted.
It’s the maximum dollar amount that gets discounted for all orders. There are cases where not all orders receive the maximum discount. Promotions with this discount type read “Up to $X off…”
It’s the maximum percent that gets discounted for all orders. There are cases where not all orders receive the maximum discount. Promotions with this discount type read “Up to X% off…”
Moving on, you’ve got to figure out Google Ads promotion requirements.
If you want your order to be eligible for Ad promotions, then you’ve got to set any of these two requirements. However, if all your orders are eligible for Ad promotion, then you’ve got to leave it set as “None”.
You’ve got to do some settings for orders over and Promo code.
For orders over, the promotion code will read “…On orders over $X.”
Typically, the promo code is limited to 15 characters. If you want your visitors to use the promo code at the checkout, then you’ve got to state it in this section. Ideally, the promotional code can be up to 15 characters — and it would read ‘… Code X”.
This section is limited to 20 characters — and it’s used to specify the product (or service) offering you’re putting up for sale.
What do you think? Well, you’re probably right. The final URL could be your site links. Each promotion extension is clickable — and it could drive massive traffic to your product (or offer) page.
The promotion date is optional. And it’s used when your promotion is for a limited time. If you’re up for it, you get to schedule the extensions in advance. Promotion extensions are usually applied at the campaign, ad group, or account level.
Now you’ve got a good grasp of Google Ads promotion extensions and to set it up, let’s take a close look at some of its benefits and limitations.
Here are some good reasons for using promotion extensions in your Google Ads.
With the Google Ads promotion extensions, you don’t need to create new text Ads. You can just choose from the list of pre-populated occasions. Whether you’re looking to keep your Ads up-to-date for special offers or sales, you can do that using the Ads promotion extensions.
With the promotion extension, you get to easily edit your data without worrying about resetting the performance statistics.
If you prefer displaying your promotion extensions on mobile devices, the Google Ads promotion extensions will help you do just that.
With the Ad promotion extensions, there is an option of specifying the days, days of the week, or times of day for your promotion extensions to show.
Enough of the benefits. Here are some limitations of the Google Ads promotion extensions.
Moving on, here is how promotion extensions perform.
It’s no news that a sleek promotion or sale could boost the clickthrough rate (CTR) of your Ads. But the big question is — can new Ad promotion extensions add to these numbers? Well, Google Ads promotion extensions are known to outperform notable extensions like price extensions and site links.
Just like you already know, other factors play a role in increasing the CTR of your Ads. But if you’re looking for a way of boosting your CTR, then you should consider using Google Ads promotion extensions.
Aside from the CTR, Google Ads promotion extensions can help improve your quality score and Ad relevance.
Moving on, Ads promotion extensions help you to stand out from the competition. Yes, if you want to differentiate your brand in the marketplace, then you should consider using Ads promotion extensions.
It offers an edge during competitive promotional events like Black Friday.
That’s not all…
Ads promotion extensions offer more real estate on search engine result pages (SERPs).
By merely adding an Ads promotion extension, you would gain extra real estate on SERPs. Yes, it’s little — but everything counts on search engines.
Finally, Ads promotion extension offers a direct path to your sales page. If you’re looking for a reliable way of directing traffic to your landing page, then the promotion extension will help you do just that.
With promotion extensions, the chances of getting your lead lost are almost nonexistent. From the time they click on your Ad to when they get converted, you’re assured of not losing any of your leads.
Just like site links, each promotion extension is clickable — and it’s designed to drive massive traffic to your product (or offer) page.
Promotion extension provides more opportunities for your customers to see and click on your Ads.
Yes, Google Ads extensions are free. Incorporating these extensions into your Ads campaign comes at no cost only you are charged for the clicks
Google promotions offers a reliable way of distributing online offers across various Google properties like Google Shopping tab, Google Search, Chrome, and other similar properties.
Running a profitable business is hard work. You’ve got to jump through lots of hoops to get it working. And one way of doing that is by using Google Ads.
Yes, Google Ads is the gold mine — and you can join millions of advertisers who use Google Ads to generate leads for their businesses. Speaking of Google Ads, you’ve got to pay close attention to Google Ads promotion extensions.
Aside from the extra real estate you gain using Ads promotion extensions, it helps you improve your quality score and Ad relevance.
The best part…
Promotion extensions help you to capture the attention of your target audience.
Granted, promotion extensions offer a great way of promoting your sale — but it shouldn’t stop there.
By merely combining promotion extensions with other awesome features like headlines, site links, body copy, and callouts, you will most likely drive more traffic to your product (or service) promotion.
Yes, Google Ads promotion extensions are good but coupled with other things, you’re sure of maximizing your brand exposure in the marketplace.
Now you know the benefits of using Ads promotion extensions, what product (or service) will you be promoting?
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