skill-149-promotional-extensions-countdown-customizers

Skill 149: Promotional Extensions and Countdown Customizers

Purpose

Audit promotion extensions and countdown customizers for upcoming events. Promotional extensions highlight offers directly in ads while countdown customizers create real-time urgency. Both significantly boost CTR and conversion rates during promotional periods.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/ext_promotion.md - Promotion extension settings and schedules
• data/account/campaigns/*/ad_groups/*/ads.md - Ad copy with countdown customizers

Reference GAQL:

SELECT
  asset.name,
  asset.type,
  asset.promotion_asset.occasion,
  asset.promotion_asset.discount_modifier,
  asset.promotion_asset.percent_off,
  asset.promotion_asset.money_amount_off.amount_micros,
  asset.promotion_asset.start_date,
  asset.promotion_asset.end_date
FROM asset
WHERE asset.type = 'PROMOTION'

Use /google-ads:get-custom if you need asset-level performance data or extended date ranges.

Analysis Steps

1. Review promotion extensions: Check ext_promotion.md for active, scheduled, and expired promotions
2. Verify promotion coverage: Ensure upcoming events have extensions with correct dates and discounts
3. Audit countdown customizers: Search ad copy for {COUNTDOWN(...)} syntax
4. Check countdown accuracy: Verify countdown dates are current and match actual promotion end dates
5. Identify seasonal ad copy gaps: Look for missing holiday-specific messaging in headlines/descriptions

Thresholds

Condition	Severity
Event within 7 days with no promotion extension	Critical
Active promotion extension with past end date	Critical
Countdown customizer with past date	Critical
Promotion discount doesn't match actual offer	Warning
No countdown customizers for limited-time event	Warning
Promotion extension not linked to relevant campaigns	Info

Output

Short format (default):

## Promotional Extensions Audit
**Account:** [Name] | **Events (60d):** [X] | **Extension gaps:** [Y]

### Critical ([Count])
- **[Event]**: No promotion extension -> Create [discount type] for [dates]
- **[Extension]**: End date [past date] -> Remove or update

### Warnings ([Count])
- **[Event]**: No countdown in ads -> Add "{COUNTDOWN([date])}" to headlines

### Recommendations
1. [Specific extension to create with discount, dates, and campaigns]

Detailed adds:

• Event-by-event extension/countdown coverage matrix
• Countdown customizer syntax examples for each event
• Extension scheduling timeline with create/remove dates