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Google launches Black Friday & Cyber Monday deals ad unit

Black Friday Promotion Extension
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During this year’s Black Friday and Cyber Monday event, Google will be experimenting with a new ad unit format to help promote deals through promotion extensions in ads. 

What’s happening?

From today until 27th November, Google might show Black Friday and Cyber Monday promotion extensions in this way for specific queries such as “black friday deals” and “cyber monday offers” as an example. 

Credit: Search Engine Land, 2018

According to Google, the ad format will appear at the top of the Google Search Results Page for English speaking markets. From the screenshot above, it also looks like it will rank higher than the other text ads in the Google results page. 

How do you get involved?

If you are used to using Promotion Extensions then the processes won’t be too much of a surprise. If you haven’t used them before, you can find everything you need here

Essentially all you have to do to get your promotion extension to appear like the above is:

  • Create a new ad extension and select ‘Black Friday’ or ‘Cyber Monday’ in the Google Ads interface.
  • Put these in an Ad Group/Campaign with ‘Black Friday’ and/or ‘Cyber Monday’ keywords and ad copy.

That’s it! The rest is up go Google as to whether it will display in this experiment. 

What does this mean for you?

It could help give you the edge over the competition on Mobile

The new ad format looks to only be available on Mobile which continues a trend over the past few years with new Google formats. However this could give you a real competitive advantage during this highly competitive time for retailers. 

Looks to be another confirmation that Google is planning to change the way ads look on Mobile

We reported a few months ago that we had started to see Ads on Mobile displayed differently where the ads were consolidated and we didn’t see description lines. It looks similar to this new promotion extension view.


Could this be further testing to see if this new way of displaying ads on Mobile works better?

Dan Roberts
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