Google is rolling out a two-week experiment that will allow advertisers to promote special marketing deals in Black Friday and Cyber Monday ads using Promotion Extensions, which rolled out last year.
Promotion Extensions show special offers as an extension to the main ad, without needing to create new ads. For example, Williams Sonoma can use Promotion Extensions to display a “30% Off” promo code or “$20 Discount” on all orders.
The experiment will run between Nov. 14 and Nov. 27. The ad will appear at the top of the search results and will be part of the ads that have Promotion Extensions.
Last year, 100% of searches for Black Friday occurred between Nov. 19 and Nov. 25. The days leading up to Thanksgiving Day are the most important to get the deals in front of consumers.
The experiment, per a Google spokesperson, is intended to test whether or not marketers can reach more customers and exceed their goals.
All advertisers need to do to participate is add Promotion Extensions under their Black Friday and Cyber Monday labels, and create ad groups that target either one of the two holiday-themed keywords with relevant keywords and creatives. The experiment will only run in English.
There are three types of keywords for this experiment. The variants range in description, starting with "black friday" and adding the retailer's or brand's name to the keyword phrase. For example, "black friday deals" and "black friday williams sonoma deals."