Highlight your top deals with promotion extensionsPeople are always looking for deals, whether it’s for a discount on holiday gifts or a cheaper flight. In fact, 7 out of 10 internet users look for sales or discounts before visiting a store.1 To help attract these deal-seeking customers with your latest offers, we’re introducing promotion extensions.
Promotion extensions make it easy for you to keep your promotions up to date without the need to create new ads. They also free up the rest of your ad for more unique content, like your brand terms or a clear call to action.
For example, if you’re a shoe store, you might use promotion extensions to show a “30% off” promo code on all Black Friday orders. You can also make these types of seasonal offers more prominent in your ad by selecting one of 12 occasions, like Black Friday or Back-to-school.
Brands like Torrid and Shoe Carnival have already seen great results after using promotion extensions:
Test drive new ideas with ad variationsSometimes small changes to your ad text—like adding a touch of holiday spirit or using a different call to action—can dramatically affect performance. That’s why today, we’re rolling out ad variations in the new AdWords experience: a fast and easy way to test changes across your text ads at scale.
For example, you may want to see how “Happy Holidays” performs when used in your text ads. With ad variations, you can test this change across thousands of ads in just a few clicks. In fact, some advertisers have set up variations for more than 1 million ads in less than a minute.2
You’ll then get the test results as soon as they’re statistically significant. If you see that an ad variation is doing well, you can quickly replace all of your original ads with the new variation.
Businesses like Merkle and Agoda are already using ad variations to test, measure, and apply variations that drive better results for their business in less time.
Performance marketing agency Merkle helped their client, a leading online educator, achieve a 13% increase in clicks and a 14% increase in conversions when their ad variations test revealed that expanding their text ads and implementing optimized ad rotations would improve their performance.
Reach the right shoppers with custom intent audiencesRight now, people may be actively shopping for gifts that only you can deliver. To help you reach these I-want-to-buy shoppers, we’re rolling out custom intent audiences for the Google Display Network. Custom intent audiences make it easy for you to reach people who want to buy the specific products you offer–based on data from your campaigns, website and YouTube channel.
For example, if you’re a travel agency offering holiday getaways, Google could automatically create an audience of people shopping for “all-inclusive ski resorts” or “flights to Palm Springs.” We’ll then show you reach and performance estimates for each audience, so you can plan your campaign with precision.
Find new opportunities to grow your businessLooking for more ways to improve campaign performance this holiday season? The Opportunities page now offers more actionable recommendations, relevant insights, and best practices to help you meet your business goals. With manager account support and the ability to filter by category (like “bids & budgets”), your opportunities are clearly organized so you can apply them across all your accounts and campaigns with just a few clicks.
Customers like Mindshare said the improvements on the Opportunities page were very helpful for their business:
Get startedLog in to the new AdWords experience to start using these innovations and deliver better results for your business.
1. Google / Ipsos Connect, How devices connect consumers to stores, March 2016
2. Google internal data, October 2017