New AdWords Feature: Promotion Extensions

Priscilla Jeng
By Priscilla Jeng

Incorporating promotions and sales in paid advertising to attract new consumers has been a best practice for many years. Traditionally, promotions are included in the ad copy, sitelink extension, and callout extension, shown in the below images:

Here is an example of an ad copy with promotional messaging:

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Here is an example of a promotional sitelink extension:

Screen Shot 2017-09-18 at 2.14.31 PM.pngHere is an example of a promotional callout extension:

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All these ad formats have been powerful tools for advertisers to utilize during a promotion, however, as we all know the amount of information advertisers are able to provide is bounded by the character limits. It also isn’t the most beneficial to duplicate text ads for every single promotion especially if the duration is short as it typically takes Google some time to start serving new ads. The good news is there is now a promotional extension to offset these issues!

Related: Breaking Down the Key Mobile Ad Types

In the new AdWords Next, there’s a new extension for promotions which will allow companies to feature current offers alongside the text ad. There is also a sales tag icon which quickly and unobtrusively catches the viewer’s attention. The extension can also include details of promotion such as a promo code, reason for the sale, and minimum order values.

As for the cost, you pay per click just like any other extensions and you won’t get charged for more than two clicks per ad impression. Also, if the viewer clicks on more than one link in a short amount of time AdWords will not charge you.

Here is a mobile view of a promotional extension:

Screen Shot 2017-09-18 at 2.16.18 PM.pngHere is a desktop view of a promotional extension:

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Benefits Of Using Promotion Extensions

  • Helps advertisers drive awareness to deals and promotions
  • Updating and changing promotions is easier than ever before
  • Ability to edit extension effortlessly without losing data
  • Choose whether you prefer to show the ad on mobile phones
  • Able to specify dates, days of the week, or times of the day to show the promotion
  • Drive high click through rate

The chart below shows the average CTR of promotion extensions in comparison to the standard ad and other forms of extensions.

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Getting Started With AdWords Promotion Extensions

Check If You Have Access:

AdWords’ new UI is still in beta so if you have access two things will happen:

  • Google will send an email letting you know you have access to it.
  • Upon signing into your account it will have a new look and an introductory tutorial.

Once logged in, click on the Ads & Extensions page on AdWords Next interface.
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Click on EXTENSIONS tab at the top of the page.

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Click on the plus button which will bring a drop down menu then, select Promotion extension.
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Optional feature: Select the occasion for the promotion.
The occasion name will appear in the ad extension and dates for the occasion will be when the extension will show. Use the Advanced options to change the date range.

Select the currency for the promotion

Choose one of the 4 Promotion types that best describes the promotion.

  • Monetary Discount
  • Percent Discount
  • Up to Monetary Discount
  • Up to Percent Discount

Fill in Item’s name of product or service offered (20 Character Limit)

Fill in Final URL that will show in the ad.

Select the type of Offer.

This is where any requirements for the promotion will be entered such as spending limit or promo code.

Optional feature: Enter the dates to show the ad in Promotional dates.

So there you have it, the benefits of this new feature and the step by step instructions on how to set up your next promotional extension. There are more features being released in the near future in AdWords Next, so make sure to stay tuned and keep up with the latest release!




Priscilla Jeng is a Paid Media Account Manager at Power Digital Marketing who works with a wide range of clientele to help grow their online business through PPC marketing. With over 5 years of multi-channel marketing experience, Priscilla leverages her expertise to build innovative strategies for her clients to maximize their overall bottom line. When Priscilla isn’t working, she is travelling, playing beach volleyball, and spending quality time with her puppy.