How to Use the New Google Offer Extensions in AdWords

Adwords, Paid Search

February 26, 2013 by

Google Offer Extensions, AdWords' latest new advertising extensions, is now being rolled out to all AdWords advertisers and can be found under the “extensions” tab. The new feature merges discount deals with search ads—exciting!

Offer Extensions enables AdWords advertisers to post a rebate, coupon, or discount to their regular Google search ads. Here’s a peek at what they look like:

Google Offer Extensions

Clicking the offer will take users to a landing page, detailing the logistics of the offer and how to use it. From there, users can print out the offer or can save it for later by saving it to the My Offers section of Google Offers.

There are plenty incentives for this new ad extension – it lets advertisers easily enter the ever-popular deal space without contending with Groupon and Living Social-esk sites.

Offer Extensions also mean more search ad real estate, broadcasting discounts that are likely to bring in better click-through-rates, although the cost-per-click will be the same as it would be for a regular ad.

Setting Up Offer Extensions

AdWords Offer Extensions can be created at the campaign level or ad group level, and are fairly simple to set up. You’ll need to start first with an “enhanced campaign.” Once the campaign is created, click Ad Extensions à  Offer Extensions, and then “Create New Extension”.

From there you fill in the details concerning the redemption dates, the offer headline, redemption details, etc. Make sure to follow best practices to get the most out of your Offer Extension.

The offers won’t show up in every SERP – only when an ad already appears in one of the top three ad positions, and only if Google think the offer is relevant to a searcher’s query.

What Does Offer Extensions Really Mean?

Offer Extensions cuts advertisers a pretty sweet deal for a number of reasons:

  • Advertisers can post “deals” without going through deal sites and using the familiar AdWords landscape.
  • Extra Google Search ad space that has the potential to stand out and be more clickable than regular text ads.
  • Online activity can now affect offline activity – a simple Google ad offer can drive business to a physical brick and mortar store.

Is This the End of Groupon?

Could AdWords ad extensions spell out the end for Groupon? Sites like Groupon and Living Social post business deals on their site, relying on their name to bring in potential customers. However, Google Offer Extensions does one better, matching an advertisers’ offer with relevant users who are ready to make a purchase, increasing the likelihood of a conversion.

Groupon is known as being a difficult group to work with – they are known for taking a big cut of deal profits, and often deal sites bring in one-time users who are just looking for a good bargain. Google Offer Extensions only shows discount offers to users who already are interested in what you are selling, therefore bypassing the frugal rebate wranglers who are just looking for a deal.

Advertisers should keep their eyes out for this new ad extension – it could mean big changes for the existing deal space, and offers a lot to AdWords advertisers.

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