Google testing new Promotion Extension in text ads

Advertisers can feature special offers in their text ads with the extension.

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google-adwords-yellow2-1920A new Google AdWords ad extension has been spotted in the wild. Moz’s Dr. Pete notice a new promotion extension being tested in a text ad.

There’s a lot going on in that ad, making it easy to miss the new extension. Here’s a breakdown of the extensions and annotations in this ad:

google-ad-extension-breakdown

Click to enlarge.

First are Consumer Ratings Annotations, next up is the new Promo Extension that’s being tested, followed by Sitelink Extensions, and finally, a Location Extension.

The promotion extension (official name TBA) features an offer followed by some descriptive copy (Here Williams-Sonoma is using a promo code, but I’m guessing a code does not always have to be included).

Merchant Promotions that feature the same tag icon shown in the promotion extension here have been available for Google Shopping ads since 2012. The promotion extension spotted above is from a retailer, but extending promotion extensions to text ads means advertisers from other verticals would be eligible to use them. It also means advertisers can change out a single ad extension rather than update ad copy. Notice in the example above, Williams-Sonoma is also still promoting its Fall sale in a Sitelink along with the sitewide offer in the promotion extension.

Presumably, this is being tested on all devices, though I have not seen it in the wild yet. Strike that, a few hours after first publishing this, I spotted a promotion extension on a mobile ad for “talbots outlet”

promotion-extensions-mobile-google-adwords

H/T Serptests.com


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About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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