Black Friday & Cyber Monday – Google’s Newest Structured Snippets

Black Friday and Cyber Monday

BF-CM - Leland Blog Post

As you prepare your ads for Black Friday and Cyber Monday (They’re just over 2 weeks away. Where did 2015 go?), Google has released a way for you to point out your sales in ads using their newest Ad Extension: Structured Snippets.

black friday or the walking dead
Black Friday or The Walking Dead?

You are now able to call out specific points about your sales using an Ad Extension instead of having to change your ads for each day. The Structured Snippet variations will be shown from November 20-27 for the Black Friday version and November 20-30 for Cyber Monday.

I’ve been a huge fan of using Structured Snippets for all of my clients because it is a great way to show what they offer alongside your ad text. Structured Snippets may not be clickable, but they definitely make your ads take up more space, which is always a good thing.

The new variations are simple to create:

Go to the Ad Extensions Tab and then choose Structured Snippets:


Create a new Structured Snippet and choose Black Friday:

black friday

Or Cyber Monday:

cyber monday

Enter your values and that’s it!

Google really hit a home run by making this simple for advertisers. It is a simple and quick way for advertisers to get the word out about their holiday sales without having to go back and edit hundreds of lines of ad text.

If you are running sales for Black Friday or Cyber Monday, be sure to have the snippets set up so that everyone can find out about your sales!

Want an even more powerful Black Friday or Cyber Monday ad? Combine the new Structured Snippet with a Countdown Ad Customizer to give people a sense of urgency! FOMO (Fear of Missing Out) is a real thing!

fear of missing out
FOMO is real, and it can be spectacular. For advertisers.

If you are interested in learning more about what you should be doing for success during the holiday shopping season, be sure to check out my last blog post!

Feel free to reach out to me with questions or comments in the comments section below or on Twitter @LelandReed! I’d love to interact with you! Thanks for reading!

digital advertising manager

About The Author

Leland Reed is a Senior Digital Advertising Strategist. He frequently contributes high-level digital advertising strategy articles to DOM’s content portfolio. Leland enjoys both golf and craft beer, which fortunately for him, pair well.

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