The Google Ads promotion asset is a game changer for your Google Ads campaigns. By adding sitelinks, structured snippets and promotion assets to your ads, you can increase visibility, CTR and attract more qualified leads. This post is all about promotion ad extensions or assets and how to use them to drive customers to your products or services.
What is a Google Ads Promotion Asset?
Promotion assets have been around in some form since 2017. They allow you to show promotions directly in your search ads, with additional text and a promotion. These promotion assets are shown alongside your search ads like any other ad extension and are a great way to highlight sales or promotions. You can customise the promotion details, such as the discount amount or promo code and direct customers to a relevant landing page.
Promotion Extension Examples
How to Set Up A Google Ads Promotion Asset
Follow these steps to set up promotion assets in your Google Ads account:
- Log in to Google Ads – Log in to your Google Ads account.
- Go to Ads & Assets – In the left navigation, go to Ads & Assets > Assets
- Create a Promotion Asset – Click the + button and from here select ‘Promotion’. You can create the promotion at the ad group level, campaign level or account level. If you have run the promotion before, select use existing or create a new one.
- Specify Promotion Details:
- Occasion: If applicable.
- Promotion Type: Select the type of promotion you’re running, e.g. discount or specific offer.
- Promotion Details: Enter the promotion details, including discount amount, promo code (if applicable) and promotion dates.
- Final URL: This is the landing page users will be directed to after clicking on your ad.
- URL Options: Use Tracking Templates, Final URL Suffix and Custom Parameters for precise promotion extension tracking in Google Ads.
- Mobile Device Preference – While your promotion asset will still show on other devices, selecting mobile preference will prioritise its visibility on mobile devices.
Best Practices for Promotion Assets in Google Ads
Landing Page Consistency
When using promotion assets, make sure the landing page is consistent with the promotion in your ad. If there’s a mismatch between your promotion asset and the landing page it may impact your quality score and conversions.
Use a Google Promotion Asset with Other Ad Extensions
You can use promotion assets with other Google Ad extensions like price assets, lead form extensions or structured snippets to provide more information on key products or services. Using multiple assets or ad extensions will fill the ad space and increase ad relevance.
Add Urgency with Countdown Timers
Using a countdown timer in your Google Ads promotion asset adds urgency and encourages customers to act fast. This is especially useful for limited time offers or promotional periods.
Benefits of Google Ads Promotion Asset
Increase Click-Through Rates
Promotion assets make your ad more visible, resulting in higher click-through rates. The extra ad space for promotions makes your ad stand out in search results.
Shine a Light on Your Offer
Promotion assets make your Google search ads different from your competitors, especially during high traffic periods like Black Friday. This can be the edge you need to drive more qualified leads and get more from your ad spend.
Final Thoughts
Google Ads promotion assets are a great way to showcase your offers and make your ads visible in a competitive space. Whether you’re running search campaigns or performance max campaigns, promotion assets will increase engagement and conversions. Get in touch if you need help with your Google Ads account or setting up promotion assets.