Google made a few announcements for AdWords advertisers just in time, before Black Friday kicks off the holiday shopping season in the US next week.
About a year ago, Google started testing promotion extensions in text ads. That beta extended to the new AdWords interface this summer. Now, they are rolling out globally in all supported AdWords languages and currencies in the new AdWords interface (aka the new AdWords experience). Promotion extensions let advertisers display specific offers in their text ads without having to create new ads. They can include a percentage off, a promotion code and offer period.
Custom intent audiences
On the Google Display Network, Google is rolling out custom intent audiences to enable advertisers to target “people who want to buy the specific products you offer — based on data from your campaigns, website and YouTube channel.”
Anthony Chavez, director of product management for AdWords, explained in a phone interview yesterday that there are two flavors of custom intent audiences.