About promotion assets

Promotion assets can add more value to your Search Network text ads by highlighting your sales and promotions for people that are searching for the best deals your business has to offer. This article explains the benefits of promotion assets and how they show with your search ads.

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Here are a few reasons to consider adding promotion assets to your ads:

  • Update easily: Select from a list of pre-populated occasions. You don't need to make new text ads to keep them up-to-date for sales and special offers that occur at different times.
  • Edit your asset without losing data: Edit your promotion asset without resetting its performance statistics.
  • Flexible scheduling: Choose to show your promotion assets within the date of the occasion or specify dates, days of week, or times of day your promotion assets are eligible to show.

How they show

Promotion assets show below your ad in an easy to read format that catches the eye of your potential customers.

The special occasion you select, for example, "Back-to-school” or “Mother’s Day” appears as a bold label next to your promotional text in Search Ads.

The asset also displays up to 2 lines of text that includes details of your promotion. Potential customers can easily spot the sale in your promotion assets as they stand out from the main ad text. When someone clicks or taps on the asset, they go directly to the special offer that interests them on your site.

Promotion assets can show your offers in various formats—mobile and desktop—on the Search Network. They appear in ads at the top and bottom of Google search results. If you’ve added Promotion Assets to a Performance Max for Store Goals campaign, then you may also see your promotions in Maps on mobile devices. Additionally, they are available in all languages.

When to use

Use promotion assets to attract customers that are searching for special offers and sales relevant to your business. Holidays or special events such as Back-to-school sales and Black Friday are great times to use promotion assets.

Use promotion assets to include monetary or percent discounts for your products or services. You can also include any requirements needed for your promotion such as coupon or discount codes for a specified time period or a spending limit.

Note: Promotion assets that are occasion specific must be created or edited within 6 months of their start date to be eligible to serve.

Showcase digital coupons via promotion assets

You can use digital coupons via promotion assets to highlight your discounts and offers to encourage customers to visit your physical store. While in Maps, users can view, save, and share a digital coupon with friends and family for redemption in-store and/or online.

Learn more about how to use digital coupons via promotion assets when you Create a Performance Max campaign with a store goal.

Account levels

You can add promotion assets at the account, campaign, or ad group level. If you create promotion assets at different levels (account, campaign, or ad group), the most specific will be used. So when you add promotion assets to an ad group, those assets show instead of your campaign- or account-level promotion assets. Likewise, campaign-level assets override account-level assets.

Cost of clicks

Promotion assets are free to add—you’re only charged for clicks from people viewing your ad. The cost of a click on a promotion asset equals the cost of a click on the headline in the same ad. In other words, you'll be charged the same amount no matter which link in the same ad someone clicks. Promotion assets offer more opportunities for your customers to click on and within your ad, but you won’t be charged for more than two clicks per ad impression. However, if someone quickly clicks on more than one link while viewing an ad, this gets treated as a second click and you won't get charged.

Occasions for your promotions

Determine which occasions and dates are available for promotion assets:

Occasions Start date End date
New Year's Dec 1 Feb 28
Boxing Day Dec 15 Jan 15
Epiphany Dec 15 Jan 31
Chinese New Year Jan 15 Mar 1
Valentine's Day Jan 15 Feb 28
Carnival Feb 1 Mar 31
Holi Feb 1 Mar 31
Women's day Feb 15 Mar 31
Passover Feb 15 May 1
Easter Mar 1 Apr 30
Parent's Day Apr 15 Aug 1
Labor Day* Apr 15 Sep 15
Rosh Hashanah Aug 15 Nov 1
Diwali Sep 1 Dec 1
Navratri Sep 15 Oct 31
Halloween** Oct 1 Nov 15
Singles Day Oct 15 Nov 30
Black Friday Oct 15 Dec 15
Cyber Monday Oct 15 Dec 15
Christmas Nov 1 Jan 15
St. Nicholas Day Nov 1 Dec 31
Hanukkah Nov 15 Jan 31
Back to school Any Any
Mother's day Any Any
Father's Day Any Any
Independence Day Any Any
National Day Any Any
End of Season Any Any
Winter Sale Any Any
Summer Sale Any Any
Fall Sale Any Any
Spring Sale Any Any
Ramadan Any Any
Eid al-Fitr Any Any
Eid Al Adha Any Any

*Not available in Dutch, Norwegian, Hebrew and Japanese languages

**Not available in Malay, Polish and Hebrew languages

Available in Japanese

Occasion Start date End date
Year-end Gift Nov 1 Dec 31

Available in Thai

Occasion Start date End date
Songkran Mar 15 May 1


How to create promotion assets

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Assets drop down in the section menu.
  3. Click Assets.
  4. Click on the plus button Add and select Promotion asset.
  5. Choose to add the promotion asset to your account, campaign, or ad group.
  6. Select the occasion for your promotion (optional). The name of the occasion appears in your ad asset. The dates for each occasion is when your asset may be eligible to show. To narrow this date range, use the Advanced options.
  7. Select the language and currency of your promotion.
  8. Choose to show a monetary or percentage discount as your Promotion type.
  9. Enter the name of the product or service you’re offering.
  10. Enter the Final URL that will show in your ad.
  11. Select the type of Offer and enter any requirements for your promotion such as a special code or spending limit.
  12. In Promotion dates (optional), enter the dates you would like to show on your ad.
Note: Promotion assets for occasions with the same ad group, campaign or account will be preferred over non-occasion promotion assets. Promotion assets that are occasion specific must be created or edited within 6 months of their start date to be eligible to serve.

Choose optional settings and save

  1. Expand Advanced options, to change the dates and times of when your promotion asset is eligible to show.
    • You can narrow the date range, but you can’t select dates outside of the occasion date range. Otherwise, deselect the occasion and enter the start date and end date for when you wish to run your promotion.
    • You can also use “Days and hours” to choose more specific days and times for when your asset may be eligible to show.

Add terms and conditions to your digital coupons via promotion assets (optional)
When you choose your promotion asset settings with a Performance Max for store goals campaign, be sure that you:

  • Include key details of your promotion, such as an expiration date, how the promotion can be redeemed (in-store, online, or both), and any additional conditions or restrictions.
  • Include a link to the full terms and conditions of the promotion, if available.

Learn more about how to Create a Performance Max campaign with a store goal.

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