[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fcreate-urgency-this-black-friday-with-dynamic-countdown-ads":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":447,"breadcrumbs":448,"reading_minutes":171,"category":456,"head":459},"2024-11-12T14:32:00",{"rendered":6},"\n\u003Cp>Black Friday is a crucial time for businesses to maximise Q4 sales. Therefore, businesses like yours need to be on its A-game when it comes to their Black Friday Google Ads Campaign – and Countdown Ads should be a central part of this. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-are-countdown-ads\">\u003Cstrong>What are Countdown Ads?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Countdown Ads appear on the Google search results page within an ad, either in the headline, description or path field. They display a live countdown timer to the user for the business to promote a particular sale or event they currently have. This will be in days, hours or minutes and will automatically adjust depending on how close to the event it currently is.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image aligncenter size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"618\" height=\"320\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fcountdown-ad-example-in-search-engine-results.jpg?auto=compress%2Cformat&q=90\" alt=\"Text: 25% Off Entire Store | Black Friday | Sale Ends in 5 hours.\nGraphic: Red box highlighting 'Sale ends in 5 hours'.\" class=\"wp-image-19530\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"why-do-i-need-countdown-ads\">\u003Cstrong>Why do I need Countdown Ads?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Countdown ads are a powerful tool to create urgency amongst the user, while also making your sale or promotion stand out in the search results! Creating this urgency encourages the user to click on the ad and take action quickly, resulting in more conversions for your business.\u003C\u002Fp>\n\n\n\n\u003Cp>Another benefit of countdown ads is that they aren’t included in your character count, so there’s no need to adjust your headline or descriptions to fit these in.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-implement-countdown-ads-in-google-ads\">\u003Cstrong>How to implement Countdown Ads\u003C\u002Fstrong> in Google Ads\u003C\u002Fh2>\n\n\n\n \n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-1-selecting-the-ad\">Step 1: Selecting the ad\u003C\u002Fh3>\n\n\n\n\u003Cp>Open your Google Ads account and select:\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-center\">\u003Cstrong>\u003Cem>campaign > ad group > ad\u003C\u002Fem>\u003C\u002Fstrong> \u003C\u002Fp>\n\n\n\n\u003Cp>This is how you select an ad you wish to add to the countdown timer.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-2-adding-the-countdown-timer\">Step 2: Adding the countdown timer\u003C\u002Fh3>\n\n\n\n\u003Cp>Now decide which part of the ad you would like to add the countdown timer to (headline or description). Enter a brace (curly bracket) “ \u003Cstrong>{ \u003C\u002Fstrong>“ and Google will give you the option to insert a countdown timer:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"459\" height=\"388\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fdynamic-countdown-step-2.png?auto=compress%2Cformat&q=90\" alt=\"Image: Drop down dialogue menu with 3 options available: Keyword insertion, countdown and location insertion. For this ad to be made a countdown ad, we select 'countdown'.\" class=\"wp-image-19531\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-3-setting-date-time-and-duration\">Step 3: Setting date, time and duration\u003C\u002Fh3>\n\n\n\n\u003Cp>This will then open a dialogue window where you can choose your countdown end date and the length of time that the countdown will display for:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"473\" height=\"517\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fdynamic-countdown-part-3-update.png?auto=compress%2Cformat&q=90\" alt=\"Image: Here we select when the countdown ends, how many days the countdown is for, i.e. 5 days.\" class=\"wp-image-25510\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-4-adjusting-for-time-zones\">Step 4: Adjusting for time zones\u003C\u002Fh3>\n\n\n\n\u003Cp>You can also choose whether the ad countdown changes between different time zones or is fixed to the Google Ads account time zone. If you select ‘\u003Cstrong>\u003Cem>ad viewer’s time zone\u003C\u002Fem>\u003C\u002Fstrong>\u003Cem>’ \u003C\u002Fem>the countdown will display different times depending what time zone the user is in, so for example the ad will end 5 hours later for a user in New York than a London user due to the time difference.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"473\" height=\"517\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fdynamic-countdown-part-4-update.png?auto=compress%2Cformat&q=90\" alt=\"Image: A highlighted area showing that we have selected the option 'Ad viewer's time zone' for the time zone characteristic. This should allow different times to be shown to users overseas.\" class=\"wp-image-25511\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"step-5-launch\">Step 5: Launch!\u003C\u002Fh3>\n\n\n\n\u003Cp>You’re all done – Go check out your countdown ad in the Google Search results page and watch those conversions increase!\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"other-uses-of-countdown-ads\">\u003Cstrong>Other Uses Of Countdown Ads\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Countdown ads don’t just have to be used for a Black Friday sale – they should be used throughout the year to promote any time-specific sales you have to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F6193743?hl=en-GB\">create urgency in the same way\u003C\u002Fa>. They don’t even have to be used just for sales, you could use them to promote a new store opening or new product launch.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"key-takeaways\">\u003Cstrong>Key Takeaways\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Use the countdown feature in your \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-ads-management\u002F\">Google Ads\u003C\u002Fa> this Black Friday to ensure you create a buzz and sense of urgency around your sale\u003C\u002Fli>\n\n\n\n\u003Cli>Make them customised to the viewer’s time zones if you operate an international website so the ad shows during the whole day for those customers \u003C\u002Fli>\n\n\n\n\u003Cli>Continue to use them after Black Friday is over to promote additional sales or events you have going on\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>For more tips on how to get the most out of your Black Friday campaigns, check out our dedicated \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fblack-friday\u002F\">blog\u003C\u002Fa> section. Further actionable advice and strategies can be found in our webinars and white papers on our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002F\">resources\u003C\u002Fa> page.\u003C\u002Fp>\n",false,"standard",[10,11],141,40,[],[14],235,[16,17,18,19,20,21,22,23,24],"post-2440","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-black-friday","category-ppc",{"page_content_modules":26,"hero":167},[27,114],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"Create urgency this Black Friday with dynamic countdown ads",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},73,"\u002Fabout\u002Four-team\u002Fmike-wickham\u002F","Mike Wickham","Executive Director, Paid Media","I have over ten years' experience in Paid Media, mostly working across international e-commerce businesses.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":36,"full_bio":40,"specialist_service_links":41,"photo":59},"\u003Cp>Executive Director, Paid Media. Joined Impression in May 2021.\u003C\u002Fp>\n\u003Cp>I have nearly ten years of experience in Paid Media, mostly working across international e-commerce businesses. I graduated from The University of Sussex with a Masters in Technology & Innovation Management before starting my career at a large London agency where I focused mostly on branding campaigns across Facebook. However, I decided that I wanted to specialise more in performance marketing and moved to a specialist agency where I spent nearly 7 years leading large Paid Search accounts.\u003C\u002Fp>\n\u003Cp>My role at Impression revolves around operations and processes within the department, striving to drive innovation and efficiency to help our clients grow faster.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I once did a cycle across Uganda for charity, and managed to not get eaten by a lion.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy lots of sports and activities, with climbing being my most recent obsession.\u003C\u002Fp>\n",[42],{"page":43,"link_text":48},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":47,"post_title":48,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":51,"to_ping":47,"pinged":47,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":47,"post_parent":53,"guid":54,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":58},169,"98","2020-12-17 10:02:30","","Paid Media","publish","closed","paid-media","2026-06-15 15:58:53",0,"\u002F?page_id=169","page","0","raw","\u002Fpaid-media\u002F",{"ID":60,"id":60,"title":61,"filename":62,"filesize":53,"url":63,"link":64,"alt":47,"author":65,"description":47,"caption":47,"name":66,"status":67,"uploaded_to":53,"date":68,"modified":68,"menu_order":53,"mime_type":69,"type":70,"subtype":71,"icon":72,"width":73,"height":74,"sizes":75},7376,"Mike-Wickham","Mike-Wickham.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&q=90","\u002Fmike-wickham-3\u002F","12","mike-wickham-3","inherit","2021-06-24 12:33:53","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":76,"thumbnail-width":77,"thumbnail-height":77,"medium":78,"medium-width":79,"medium-height":80,"medium_large":81,"medium_large-width":82,"medium_large-height":83,"large":84,"large-width":85,"large-height":86,"1536x1536":87,"1536x1536-width":88,"1536x1536-height":89,"2048x2048":90,"2048x2048-width":91,"2048x2048-height":92,"post-thumbnail":93,"post-thumbnail-width":94,"post-thumbnail-height":95,"12_col":96,"12_col-width":97,"12_col-height":98,"default_landscape":99,"default_landscape-width":100,"default_landscape-height":74,"default_portrait":101,"default_portrait-width":74,"default_portrait-height":100,"6_col_and_margin_short":102,"6_col_and_margin_short-width":94,"6_col_and_margin_short-height":98,"11_col_and_margin":103,"11_col_and_margin-width":104,"11_col_and_margin-height":98,"9_col_rectangle":105,"9_col_rectangle-width":106,"9_col_rectangle-height":107,"11_col":108,"11_col-width":109,"11_col-height":98,"staff_image_696_600":110,"staff_image_696_600-width":73,"staff_image_696_600-height":74,"rectangular_thumbnail":111,"rectangular_thumbnail-width":112,"rectangular_thumbnail-height":113},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":115,"reduced":29,"top_overlap":116,"bottom_underlap":116,"disable_observer":-1,"heading":117,"cta_text":118,"cta_link":119,"items":120},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[121,141,156],{"type_key":17,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":138},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129,132,135],{"name":130,"image":131},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":133,"image":134},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":136,"image":137},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":139,"name":140},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":17,"title":142,"excerpt":143,"to":144,"postedAt":145,"readingTime":146,"image":147,"authors":148,"category":155},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[149,152],{"name":150,"image":151},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":153,"image":154},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":139,"name":140},{"type_key":17,"title":157,"excerpt":158,"to":159,"postedAt":160,"readingTime":126,"image":161,"authors":162,"category":166},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[163,165],{"name":164,"image":151},"Harry Clements",{"name":153,"image":154},{"to":139,"name":140},{"type":168,"style":169,"heading":30,"date":4,"updatedAt":170,"reading_minutes":171,"image":172,"imageAlt":30,"categories":173,"collections":446},"blog-post","light","2024-11-14T14:48:07",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002Fpexels-tima-miroshnichenko-8327976.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&rect=344%2C186%2C1575%2C999&w=1860",[174,361],{"id":10,"count":175,"description":176,"link":177,"name":178,"slug":179,"taxonomy":180,"parent":53,"meta":181,"acf":182,"head_links":183,"resource_count":184,"yoast_title":185,"yoast_meta":186,"yoast_json_ld":231,"_links":329},23,"\u003Cp class=\"p1\">Are you preparing for Black Friday 2024? Our digital marketing experts have created various blogs sharing useful tips to help you gear up to the big day.\u003C\u002Fp>\r\n\u003Cp class=\"p1\">Our recommendations consider a wide range of businesses and industries, so no matter what your goals are this Black Friday, you’ll find relevant advice that can be applied to your digital marketing strategy.\u003C\u002Fp>","\u002Fblog\u002Fcategory\u002Fblack-friday\u002F","Black Friday","black-friday","category",[],{"sub_title_override":47,"title_override":47,"hidden":29},[],7,"Black Friday Marketing Tips & Ideas 2024 - Impression",[187,189,192,195,198,201,204,206,208,210,213,216,219,222,225,228],{"property":188,"content":185},"title",{"property":190,"content":191},"description","Preparing for Black Friday 2024? 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