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Google Ads Introduces Black Friday & Cyber Monday Ad Unit, Target Impression Share Bidding

In its efforts to help advertisers prepare to promote their Black Friday and Cyber Monday deals this holiday season, Google has launched a new ad format specifically for promoting deals this year.

The experimental ad unit can be served in Google Ads through the promotion extension targeting some specific keywords and their variants including “cyber¬†monday.”

The keywords available in the experiment include:

  • “black friday deals”
  • “black friday <product name> deals”
  • “black friday <company name> deals”

Retail advertisers can run this experimental Black Friday and Cyber Monday specific ad format starting now until November 27th.

Promotion extensions, which debuted same time last year let advertisers show special promotions as part of the text ads without having to create new ads.

This special ad unit when served will appear at the top of the search results when a user searches for the above-mentioned keywords.

Users, in turn, will see a list of offers with links to retailer’s site.

Here is an overview of this Black Friday and Cyber Monday specific ad unit:

Google Ads Black Friday and Cyber Monday Specific Ad Format

Google says this experiment could help marketers in getting their brand and offers discovered by potential new customers in the highly competitive days leading up to Thanksgiving when consumers start searching for deals.

According to Google,

“100% of searches for “Black Friday” last year happened between Nov. 19 (Sunday) and 25 (Saturday after Black Friday) .”

“And research shows that 61% of shoppers are open to buying from new retailers during the holiday season, and in the 2017 holiday season, almost half of them did.”

Google says advertisers interested in this limited-time ad format can get started by following the easy steps below:

  • First, add promotion extensions under Black Friday and Cyber Monday labels in Google Ads UI.
  • Then, create ad groups targeting Black Friday or Cyber Monday keywords listed above and include relevant creative.

This limited-time experiment is currently open to all English-speaking advertisers.

In other related news, Google Ads is now allowing advertisers to get started with the “Target Impression Share” to ensure their ads are always meeting specific search terms.

Advertisers can use Target Impression Share either in a single campaign as a standard strategy or across multiple campaigns as a portfolio strategy.

“Target Impression Share, a Smart Bidding strategy automatically sets bids with a goal to show an ad on the absolute top of a page, on the top of a page, or anywhere on Google search results page. ”

Google explains the usage of Target Impression Share bidding stating, “to show ad 100 percent of the time when a user searches for a brand just set the Target Impression Share to 100%. Google Ads system will then try to match ad on 100% of auctions in that campaign.”

Or, say if an advertiser run ads for a local shoe store but compete with larger shoe stores. They can use Target Impression to ensure their brand is showing up when customers are conducting important searches nearby, explained Google.

Target Impression Share is available to align with bidding strategies to following campaigns’ goals:

Business Goal

Campaign Goal

Smart Bidding Method

Increase Sales or LeadsGet as many conversions as possible at a fixed budget or fixed ROIMax Conversions, Target CPA
Increase ProfitHit a Return on ad spend (ROAS) that is a profitable level for a specific campaign typeTarget ROAS
Increase Website VisitorsGet as many clicks to your websites as possible with the given budgetMax Clicks
Increase or stabilize awarenessShow in a certain percentage of eligible auctionsTarget Impression Share
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