About promotion assets

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

Benefits

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 the week or times of day that your promotion assets are eligible to be shown.

How to create promotion assets

Go to Assets in the Campaigns menu.
Click on the plus button and select Promotion.
You can add the promotion asset to your account, campaign or ad group.
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.
Select the language and currency of your promotion.
You can show a monetary or percentage discount as your promotion type.
Enter the name of the product or service that you’re offering.
Enter the final URL that will be shown in your ad.
In 'Promotional details', select the type of promotion and enter any requirements, such as a special code or spending limit.
In 'Promotion dates', you have the option to enter the dates that 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. If they haven’t been modified for 6 months, they will automatically stop serving.

Choose optional settings and save

Expand Advanced options to change the dates and times of when your promotion asset is eligible to be shown.

You can narrow the date range, but you can’t select dates outside 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 be shown.

Add terms and conditions to your local promotions via promotion assets (optional)

When you choose your promotion asset settings with a Performance Max for store goals campaign, please check the following:

Include key details of your promotion, such as an expiry 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.
To ensure ad approval, editorial policies must be followed. Incorrect use of capitalisation, symbols and phone numbers may result in ad disapproval. Learn more about the Google Ads editorial policy.

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

How they are shown

Promotion assets are shown 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 and below your Performance Max Shorts and in-stream surfaces on YouTube.

The asset also displays up to 2 lines of text that include 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 all languages across various formats, including mobile and desktop, on the Search Network and YouTube. These assets appear in ads at the top and bottom of Google search results – and at the bottom of your Shorts and in-stream ads on YouTube. If you’ve added promotion assets to a Performance Max for store goals campaign, you may also see your promotions in Maps on mobile devices.

When to use them

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. Existing promotion assets that haven’t been modified for the last 6 months are automatically paused.

Showcase local promotions via promotion assets

You can use local promotions 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 local promotion with friends and family for redemption in-store and/or online.

Where to add promotion assets

You can add promotion assets at the account and/or campaign level. If you create promotion assets at both the account and the campaign level, the campaign-level assets will override the account-level assets.

Learn more about how to use local promotions via promotion assets when you create a Performance Max campaign with store goals.

Note: QR code and Barcode promotions don't serve on Search, Shorts or in-stream video ads. They only serve on Maps.

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 are shown instead of your campaign-level or account-level promotion assets. Similarly, 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. This means that you'll be charged the same amount no matter which link in the 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 2 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	1 Dec	28 Feb
Boxing Day	15 Dec	15 Jan
Epiphany	15 Dec	31 Jan
Chinese New Year	15 Jan	1 Mar
Valentine's Day	15 Jan	28 Feb
Carnival	1 Feb	3 Mar
Holi	1 Feb	3 Mar
Women's day	15 Feb	3 Mar
Passover	15 Feb	1 May
Easter	1 Mar	30 Apr
Parent's Day	15 Apr	1 Aug
Labour Day*	15 Apr	15 Sep
Rosh Hashanah	15 Aug	1 Nov
Diwali	1 Sep	1 Dec
Navratri	15 Sep	31 Oct
Halloween**	1 Oct	15 Nov
Singles Day	15 Oct	30 Nov
Black Friday	15 Oct	15 Dec
Cyber Monday	15 Oct	15 Dec
Christmas	1 Nov	15 Jan
St. Nicholas Day	1 Nov	31 Dec
Hanukkah	15 Nov	31 Jan
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
Autumn 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	1 Nov	31 Dec

Available in Thai

Occasion	Start date	End date
Songkran	15 Mar	1 May

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