If brick and mortar awareness is important, then location extension is good for local businesses such as fast food, fashion store, bakery and etc.
If you have one location or multiple locations, you could get those multiple locations showing up in your ads. Even if you’re trying to generate online sales, having an actual physical location will make people aware that you have a store nearby, so it also offers the users in-store shopping experiences and can drive in-store sales potentially.
Parts of your location extensions will include business hours, Google reviews, directions, whether or not you are open or closed, and peak time.
Unfortunately, you don’t have control over what elements are shown. However, if you don’t add a location extension, Google is going to automate that extension by showing a linked address associated with a business account.
You can use filters at the campaign level based on your targeting location. You could select which locations you want to show for any given campaign or ad group.
You could run special deals and link to these deals by using promotion extension.
In the extension settings, you have the occasion option. If it is a holiday promotion, you should choose which holiday promotion such as Black Friday, Back to School, Christmas, and etc. Google will definitely favor that promotion to show up on a specific holiday.
For example, Berry’s Bait And Tackle add a Father’s Day promotion extension on its ad. It is very eye-catching and provides some good deals and ideas for Father’s day.
There are four main promotion types: monetary discount, percent discount, up to monetary discount, and up to percent discount. You have to be right on the promotion type because Google will read the landing page to make sure that information is there.
You could set your promotion extension on a campaign level or on a specific ad group. If you are only promoting a specific product or a subcategory, you should set your promotion extension only on that ad group. If you are running a promotion for all subcategories, you should set your promotion extension on the campaign level. It is easier to edit and manage at the campaign level.
Overall, think about how you are going to have to do with extensions when you are developing structures for your campaigns.
The price extension is similar to the promotion extension. You could select a different type of price extensions such as brands, events, locations, product category, service, and etc.
With this extension, you have the opportunity to specifically show pricing for products and product categories in the ad without having to use that space in the ad headline. It is a great extension to expand your ad size and to give people more useful information.
No matter what extensions you select, you are letting users determine whether you are the right brand to explore.