Understanding The New Promotion Extension For Google Text Ads

Google’s new Promotion Extension gives advertisers more flexibility when running text ads on Google. In this in-depth guide, we’ll explain how to use this new extension effectively.

What is the Promotion Extension?

The Promotion Extension allows advertisers to include promotional messaging directly in their text ads. Previously, any promotions had to be included in the main ad text.

Now you can add things like discount codes, expiration dates, and calls to action separately from the main ad copy. This gives you more flexibility to test different promotional messages without changing your entire ad.

The extension appears below the main ad text on Google search and display networks. It’s visible on all devices, including mobile.

This new extension follows the model of other common extensions like sitelinks and location. By separating promotions from the main ad text, Google hopes to give advertisers more control over their messaging.

When should you use it?

Just because you can use the promotion extension doesn’t mean you always should. Carefully consider where site visitors are in their buying process before adding promotional messages.

Some good times to use the promotion extension include:

• Near expiration dates: remind people of upcoming deals that are about to end.
• Seasonal events: promote sales or deals tied to holidays, back-to-school, etc.
• Launching new products and services: Drive awareness of new offerings with introductory pricing.
• Cart abandonment: Recapture lost sales by reminding past customers of discounts if they finish checking out.

You’ll want to test different promotional messages to see which perform best. Consider things like discount amounts, expiration dates, and calls to action. Monitor metrics like clicks and conversions.

It’s also a good idea to conduct an ad audit before using this extension. Identify which campaigns/ads are ideal candidates based on historical performance.

Customizing For Your Audience

To maximize the effectiveness of promotional messaging, you need to understand your target customers. Consider these audience factors when customizing:

• Purchase behaviors: How often do they typically buy? What inspires repeat purchases?
• Pain points: What motivates them to buy on sale vs. full price? Debt aversion, fear of missing out, etc.
• Lifecycle stage: new vs. loyal customers have different needs and preferences.
• Demographics: Factors like age, income, and location impact promotions’ appeal.

For example, sending luxury cosmetic promotions to budget-conscious teenage girls may not resonate. Test different messages to find the right tone for each audience segment.

Examples Of Promotion Extensions

Let’s look at some real-world examples of successful Promotion Extensions:

• 20% Off Sitewide Sale: Brief but enticing for brand-loyal customers.
• Free Shipping on Orders Over $50: Threshold messaging addresses a common customer concern.
• 40% Off New Arrivals: Tap into the appeal of novelty while supplies last.
• $5 Off Your First Subscription Box: This lowers the risk for curious new customers.
• Cyber Week Deals: Up to 75% Off Select Items – Capitalizes on increased shopping during holiday weekends.

Keep promotions brief yet descriptive. Test different discount amounts or promises to see which generates the best response for your business goals.

Measuring Success With Conversion Tracking

To understand how effectively the Promotion Extension is driving results, you need to set up conversion tracking. Tag promotions and goals like:

• Purchases from promoted products
• New customer acquisition
• Abandoned cart recovery
• Subscription or lead generation

Then analyze metrics like:

• Promotion extension click-through rate (CTR)
• Promotion extension conversion rate
• Return on ad spend (ROAS) from promoted campaigns

Look for improvements in these numbers compared to historical norms. Make adjustments based on what’s performing best for your bottom line.

Frequently Asked Questions

Here are some common questions about the promotion extension:

Q: Can I use multiple promotion extensions in one ad?

Yes, Google allows up to 3 promotion extensions per ad to test different promotional messaging.

Q: What character count is allowed for each promotion?

A: Each promotion extension is limited to 30 characters, including spaces. Be concise!

Q: How long does a promotion typically last before it needs refreshing?

Promotions may start to see diminishing returns after 2-4 weeks as customers who will engage have already done so. Refresh frequently with new offers.

Q: Can I target promotions to specific locations or audiences?

Unfortunately, you can’t directly target promotion extensions yet, but location & custom intent targeting still apply to the overall ad text.

Q: How do I improve promotion extension click-through rates?

A: Test messages with compelling calls to action, high discounts, scarcity language, and promotions that address your buyers’ key pain points.

Q: Is there a limit to how many promotions I can run at once?

A: Google doesn’t limit the number of ads or ad groups you can use promotions within. Consider your marketing budget and ability to generate conversions.

Q: How do I optimize promotions for mobile vs. desktop?

A: Test shorter, bolder messages for mobile. Limit formatting to standard text. For desktop, you have more space for descriptiveness and formatting variety.

Key Takeaways

To summarize, here are the most important things to remember about Google’s Promotion Extension:

• It gives you more flexibility to test promotional messaging separately from the main ad text.
• Carefully consider your buyer’s journey and goals before using promotional ads.
• Customize messaging for specific audience segments based on purchase behaviors and demographics.
• Examples of effective promotions address scarcity, savings thresholds, novelty, and pain points.
• Continually refresh promotions every 2–4 weeks for best results.
• Measure success through promotion-specific conversion tracking and optimization.

When used strategically, the Promotion Extension can be a powerful way to boost through targeted promotional campaigns on Google. With testing and refinement, find what resonates most with your business goals and customers.