In order to assist retail advertisers increase their exposure for their Black Friday and Cyber Monday deals this year, a new experiment was launched by Google with promotion extensions in Google Ads.

Between now and November 27, Google might serve a specific Black Friday promotion ad format when people search for the following Black Friday and Cyber Monday related keywords and their variations:

  • “black friday deals”
  • “black friday <product name> deals”
  • “black friday <company name> deals”
  • and their variants

These ads are powered by promotion extensions, which debuted around this time last year.

The ad unit will display at the top of the search results for English speaking users.  Users will see a list of offers that link to each retailer’s web site.

Participating isn’t in this experiment isn’t difficult, but it’s less easy to guarantee that your promotion will display in the list.  Basically, there are two steps to getting started.

First add promotion extensions under the Black Friday or Cyber Monday labels in the Google Ads interface.

After that, create ad groups to target the Black Friday or Cyber Monday keywords listed above and include relevant ad copy.

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