Earlier today two new structured snippets appeared in the AdWords interface, one for Black Friday and the other for Cyber Monday. Before we discuss this, here’s where you’ll find them (you can access these at the account level, campaign level or ad group level):
- Click “Ad Extensions”
- Choose “Structured Snippet Extensions” from the drop-down
- Click “+ Extension”
- Click “+ New Structured Snippet”
- In the “Header” drop down you’ll now see …
These snippets are time-sensitive with the Black Friday snippet running from November 20th to 27th and Cyber Monday from the 20th to the 30th. If both are scheduled to run simultaneously the Black Friday snippet will be the one used until the 28th. Both can be scheduled within these timeframes so it is not necessary to run then from the 20th if preferred. For example, if you want to announce a Black Friday sale only on that date it can be scheduled to start and run only on Black Friday.
This is the first time in my memory that we’ve seen an event-based snippet like this but it will not be the last. With the way this would tie to a recent announcement the AdWords team made on their Google+ page about event-based text promotions I’m sure we’ll see a lot more of this in the future.
If you’re an AdWords advertiser and have any deals running on either Black Friday or Cyber Monday it’s highly recommended to test this out. Obviously the first goal is to improve conversions over the holidays but we’re going to see more of this and likely in other areas of the AdWords system so gaining experience at this early stage is going to be incredibly helpful down the road.