Google launches the special Black Friday, Cyber Monday ad unit

To help mainstream advertisers increase their visibility for their Black Friday and Cyber Monday offerings this year, Google has launched a new experience with Google Ads promotions extensions.


What is the experience?

Until November 27, Google may offer a specific Black Friday promotional ad format when users search for the following keywords Black Friday and Cyber Monday and their variants. The ads are powered by promotion extensions, which debuted at the same time last year.

The ad unit, as in the example below, appears at the top of the search results for English-speaking users. Users will see a list of offers related to each retailer’s website.

How to participate It’s easy enough to participate in this experience.

What is less easy is to guarantee that your promotion will be displayed in the list. There are really only two steps to start. Initially, add marketing extensions within the Black Friday or Cyber Monday labels in the Google Ads user interface.  Then, create ad groups to target the Black Friday or Cyber Monday keywords listed above and include the appropriate copy of the ad.

Why it’s important

According to Google, 100% of searches for “Black Friday” took place between November 19th (Sunday) and 25th (Saturday after Black Friday) last year. This experience could help potential new customers discover your brand and offerings in the highly competitive days leading up to Thanksgiving when consumers start looking for offers.


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