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How to get the most out of your Google Ads promotion extensions

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The power of promotional extensions Tips for getting promotional extensions correctly Don’t stop at promotional extensions

So you are planning a big promotion and want to promote it in Google Ads.

What is the best way to do that?

For many advertisers, the only (and only) thing they do is update their ad headlines and copies of the body to get attention to the sale.

But that’s not the only way to promote a special promotional event.

As the name implies, promotional extensions are specially designed to promote special sale events, but advertisers often overlook or underestimate them.

In this article, we’ll explore the value of promotional extensions and show you how to use them to increase clicks and conversions. In addition, we will include some of our own findings.

The power of promotion expansion

Promotional extensions have some real advantages over simply updating the headline and body of your ad with promotional content.

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They give you more real estate with SERP

Adding promotional extensions to your ad will leave a little extra space at the bottom of your ad.

It’s a little. However, I rely on SERP even a little.

The following is an example of Brook Linen with the promotion extension in red.

As you can see, the promotional extension gives this ad a little more visual weight.

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They help your offer stand out from the competition

Placing that promotional extension at the bottom of your ad also helps you visually distinguish your ad from your competitors.

This gives you an edge over competitive promotional events such as Black Friday and most weekends.

Higher conversion rates for ads with promotional display options

We recently analyzed the ad campaigns of two clients to see where users clicked and achieved conversions.

This is what we found:

Client A:

Conversion rate from promotion expansion: 13.02% Conversion rate from site link extension: 4.06% Conversion rate from headline and text: 3.66%

As you can see, click conversion rates for ads with the promotional display option were 12.36% higher than for ads without the promotional display option. That’s a lot!

Client B:

Conversion rate from promotion expansion: 5.37% Conversion rate from site link extension: 1.99% Conversion rate from headline and text: 1.90%

Again, the performance of the promotion extension has improved, converting 3.47% more than headline and body clicks.

We went further and looked at the performance of ads with and without promotional content.

We found the following about Client A:

Ads with promotional content: CTR: 14.05% Conversion rate: 5.52%

Ads without promotional content: CTR: 9.03% Conversion rate: 3.63%

Obviously, the performance of ads, including promotional content, has improved significantly.

Therefore, messages such as “15% off” can make a big difference not only in clicks but also in conversions.

The findings were similar for Client B.

Ads with promotional content: CTR: 15.56% Conversion rate: 7.63%

Ads without promotional content: CTR: 8.04% Conversion rate: 4.37%

Again, Client B showed significant growth in the promotional message.

They provide a direct way to your sales page

Another benefit of the promotional extension is that it provides a direct path to your sales landing page, so you’re less likely to lose leads between click and conversion.

Tips for getting promotional extensions correctly

Therefore, you can agree that promotional extensions are a valuable tool. But how can you get the most out of them?

Here are some tips:

1. Match the promotion extension to the landing page

As mentioned above, the promotion extension provides a direct path to the landing page, so make sure that the copy of the promotion extension matches the copy of the corresponding landing page.

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This is not only a good habit, but also a requirement of Google. As they explain:

Offers not available

The following are not allowed:

Promising products, services, or promotional offers in your ads that aren’t available or easily found from your destination.

Example (not exhaustive): Advertising an out-of-stock product. Promote transactions that are no longer active. Advertise inaccurate prices. A phrase that encourages advertising behavior that is not readily available from the destination.

(Add emphasis)

This means that if the content of your promotion extension doesn’t match your landing page, Google may not approve your ad.

Brooklinen gives a good example of how to do this right. Do you remember the ad you saw above? Here again:

Then take a look at the landing page.

This landing page exactly matches the “15% off” ad message (sales message circled in red).

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2. Use start and end dates

You have the option to assign a start date and an end date to the extension of the promotion.

We recommend using them unless you plan to continue the promotion indefinitely. Otherwise, you may inadvertently violate Google’s rules regarding unavailable offers (as described above).

Start and end dates are also useful for last-minute short-term promotions, such as weekend sale Fridays. Instead of changing the copy of the headline and body, you can also add a promotional extension to set it to expire at midnight on Sunday.

Of course, it’s better to have both. But if that’s not possible or convenient, the promotional extension itself can be very helpful.

3. Don’t forget Microsoft Ads

Google Ads isn’t the only advertising platform with promotional extensions.

Remember to use it on both advertising platforms, as Microsoft Ads also has promotional enhancement options.

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4. Use other site links

Just because you’re using a promotional extension doesn’t mean you can’t use site links to promote your sale. You need to do so.

Again, whatever SERP offers more real estate is fine.

5. Use callout

For the same reason, in addition to everything else described here, you should use callouts to promote your sale.

We often dedicate 3-4 callouts to promotions. You might say “big sale”, “50% off”, “sale ends on Saturday” and so on.

This may seem overkill, but it’s not. After all, there is no guarantee that all of these extensions and callouts will be displayed at the same time.

Therefore, it is advisable to enter data in all of them and create them to make sense, either alone or in combination.

6. Add urgency with countdown timer

Google Ads can also add a countdown timer to your ads. This is a great way to add urgency to your promotion.

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These are available for text ads, responsive search, and dynamic search ads.

Don’t stop at promotional extensions

The extension of the promotion is great, but the effort to promote the sale shouldn’t start and end there.

Combine promotional extensions with other available features such as headlines, body text, site links, and callouts to get the most out of your promotional activities.

Promotional extensions are powerful, but you can’t do them all by themselves.

Other resources:

Image credit

Featured Image: Dreamstime.com All screenshots taken by the author, March 2021

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