The extensions can start showing starting November 20
Google has added two new short-term headers for structured snippet extensions designed to help merchants promote Black Friday and Cyber Monday offers in their AdWords ads.
Structured snippet extension headers for Black Friday will be eligible to appear in ads November 20– 27, which is that Friday. Cyber Monday headers can appear November 20–30. During the overlap period, Black Friday headers will trump those set up for Cyber Monday.
Here are some examples from Google of how these headers and snippets might look:
- Black Friday: Stores open at 6 a.m.
- Black Friday: 25% off electronics
- Cyber Monday: 10% off sitewide
- Cyber Monday: Free shipping on $50+ orders
Advertisers just have to enter one offer in the snippet, unlike most structured snippets, which require multiple values.
Structured snippets can be set at the account, campaign or ad group level.
This is the second push this week by Google to promote merchant offers during the holiday surge. On Tuesday, Google launched a new test that lets consumers subscribe to text alerts for Black Friday, Cyber Monday or holiday deals when they search on related terms.