How to Approach Promotions in Google Ads
Throughout the year there are many opportunities to promote and participate in a sale period, the obvious being Black Friday and Cyber Monday. As we approach these sale periods we have to consider the best and most effective way to communicate the sale through Google Ads.
Through our experience the following list is our process for approaching an upcoming sale in Google Ads.
Ad Text
Ad text plays a pivotal role in highlighting promotions. When running ads in Google Ads, you can include promotion-related terms directly in your ad copy. For instance, phrases like “50% Off,” “Limited-Time Offer,” or “Free Shipping” grab attention and encourage clicks.
Use responsive search ads to dynamically mix and match promotion-related headlines and descriptions to optimize performance. Adhere to Google Ads policies by ensuring that any promotion mentioned in the ad text is accurate, transparent, and aligns with the final landing page content.
Promotion Assets
Promotion assets (formerly ad extensions) allow advertisers to showcase specific offers beneath their main ad copy. These assets include:
Discounts: Highlight percentage or monetary discounts (e.g., “Save 20%” or “$15 off”).
Event-Specific Offers: Customize promotions for holidays or special events like “Black Friday Deals” or “Spring Sale.”
Details: Include start/end dates, promo codes, or required minimum purchases to provide users with clear and concise information.
Shopping Promotions Price Field
In Google Shopping campaigns, the price field allows advertisers to display promotional pricing directly in the product listing ad (PLA).
When a product is discounted, the original price appears with a strikethrough, while the promotional price is highlighted, catching the shopper’s attention.
Promotions in Shopping ads improve click-through rates by showing users immediate savings, reducing hesitation, and encouraging purchases.
Ensure that your promotional pricing is accurately reflected in your product feed within the Merchant Center.
Custom Label
Custom labels in the product feed help segment and manage promotions effectively in Shopping campaigns.
Use Custom Label 0–4 fields to tag products based on promotional attributes such as “Discounted,” “Holiday Deals,” or “Clearance.”
Example: Assign a “Black Friday” label to all products eligible for the event-specific discount. This helps refine campaign targeting, bidding, and reporting.
Leverage these labels to prioritize high-margin or high-performing promotional products in your bidding strategy.
Merchant Center Promotions
Merchant Center (GMC) allows advertisers to manage and apply promotions for products appearing in Shopping ads.
Promotions include free gifts, discounts, and bundle offers, and they can display alongside product listings to increase visibility.
GMC requires approval for promotions before they appear live, ensuring compliance with Google’s policies.
Steps:
Enable promotions in your GMC account.
Create a promotion by specifying offer type, dates, and eligibility criteria.
Link the promotion to specific products in your feed.