As the holiday season approaches, advertisers are ramping up their promotional schedules for Q4. Google Ads will display these promotions across its various properties. For example, advertisers can set up Google Shopping promotion feeds to promote items that are on sale.
Google Shopping ads from Best Buy and Target showing monitors with sales on.
Similarly, display and video ads can showcase special offers, allowing shoppers to easily see the perks before clicking through to your site.
Showcasing promotions in text ads is a bit trickier. Advertisers can submit up to 15 headlines and 4 lines of description. Google then decides which headlines and descriptions to display. A particular promotional headline and description may or may not get many impressions.
Advertisers can pin their headlines and descriptions to ensure that the desired text appears in all their ads. However, Google tends to lower the score for pinned ads, which can result in fewer overall ad impressions. Additionally, it is not possible to go through all your ads and pin assets. I’m bored.
in front Responsive Search AdsScheduling and displaying text ad promotions just got easier.
Luckily, the text version of Google Ads has a little-known feature that can highlight promotions more effectively, which can be helpful for advertisers this holiday season.
Campaign headline and description
In the Google Ads interface, there is an “Assets” option in the left navigation under “Campaigns” at the Account and Campaign level. A plus sign indicates the option to add a headline or description.
Add a Heading or Description.
If you select “Headline” or “Description”, you’ll be taken to a screen where you can add an asset. In the example below, we’ve inserted a headline (“Cyber Week Sale – 30% Off”) for the entire campaign. Instead of having to update 25 individual ads, the headline will appear across all ads and ad groups in the campaign.
Select Headline and insert the asset “Cyber Week Sale – 30% Off.”
You’ve specified that the headline should appear in all ads, but Google will decide. when Your assets will be displayed. The next step is to pin your headline to only appear in positions 1, 2, or 3. I tend to pin promotions to only appear in headline position 2, or only in description position 1 if I write relevant copy. I prefer headline position 2 so that the searcher’s query appears in headline position 1. For example, when someone searches for “men’s dress shoes,” the following headlines 1 and 2 appear:
Luxury Men’s Dress Shoes | Cyber Week Sale – 30% Off
Pinning assets may result in fewer impressions. However, implementing campaign-level assets may also result in fewer impressions. Huge time saverPlus, these promotions usually run for a short period of time, and during the holidays you want fresh offers that stand out.
Promotion Schedule
Campaign level assets allow for scheduling. Here is an example of two promotions running from December 2nd to 15th:
Campaign-level assets can be scheduled under two headings:
To set up a schedule, click the link called “Advanced Options” (under the asset).
To schedule the asset, click Advanced Options.
Promotional Assets
Advertisers can set up promotional assets (formerly known as “promotion extensions”) at the account, campaign, and ad group level. Promotional assets allow you to add a line of text that represents a monetary or percentage discount. The example below shows a promotional asset from Zappos: “Summer Sale: 10% Off…”
Zappos ad using “Summer Sale: 10% Off” promotional assets.
Like campaign-level headlines and descriptions, promotional assets can also be scheduled. Google provides menus for sale periods like Black Friday and Christmas. Unlike static headlines and descriptions, promotional assets may not always be displayed. It is up to Google to decide when these additional assets are displayed.
