Google’s latest (and in my humble opinion, definitely greatest – at least for ecommerce PPCers) extension is the new promotion extension. It allows you to keep your promotions updated without having to create new ad copy for each offer. Not only does it make it easier to showcase promotions, but these extensions also make your offer stand out more to potential customers. They add more real estate to your ads on the SERP, while allowing you to utilize your ad copy to indicate brand information and provide a strong call to action. This is especially great news during the holiday season, as so many brands are offering discounts, and many change their offers several times throughout the season.

Promotion extensions are a great way to attract customers looking for special offers and sales, specifically for holidays and certain times of year (back-to-school, etc.). You simply choose the occasion for the sale (if there is one), which appears as a bold label next to your promotional text. This text displays up to two lines, which include the details of your promotion. These are clickable and will take the customer directly to your offer. The best news? You can schedule these for specific days, certain days of the week, or even times of day that your promotion is eligible.

The simplicity of promotion extensions, as well as the benefits they offer, make them a no-brainer to enhance your ad copy. You can use these at the account, campaign or ad group level, allowing you to be very specific in your promotions. They are easily updated, allow you to edit your extension without losing data, and enable flexible scheduling. What more could you ask for this holiday season?