Can you create location extensions that support seasonal promotional campaigns in Bing Ads?

Yes, you can create and leverage location extensions to support seasonal promotional campaigns in Bing Ads (Microsoft Ads). Although location extensions themselves don't have built-in functionality for seasonal promotions, you can strategically use them in conjunction with other ad features and strategies to effectively support your seasonal campaigns. Here's how you can do it:

### 1. **Update Location Information for Seasonal Promotions**

- **Promotional Messages**: While location extensions primarily show address and contact information, you can use ad copy and landing pages to highlight seasonal promotions. Update the promotional messages in your ad copy to reflect seasonal offers, and ensure the information on your location extensions aligns with these promotions.
- **Special Hours**: If your seasonal promotions involve extended or special hours of operation, update the business hours in your location extensions to reflect these changes. This ensures that users see the accurate hours when planning their visits.

### 2. **Combine Location Extensions with Promotion Extensions**

- **Promotion Extensions**: Use promotion extensions to highlight specific seasonal offers, discounts, or deals. While location extensions provide location details, promotion extensions can showcase the special offers and drive more engagement with your ads.
- **Ad Copy Integration**: Mention your seasonal promotions in the ad copy and use location extensions to provide users with the relevant business information. This combination makes your ads more appealing and informative.

### 3. **Create Location-Specific Campaigns**

- **Targeted Campaigns**: Set up separate campaigns or ad groups for different locations if your seasonal promotions vary by location. This allows you to tailor the messaging and promotions to specific areas and utilize location extensions effectively.
- **Localized Offers**: Customize your ad copy and promotion extensions to include location-specific offers, and use location extensions to direct users to the nearest store or branch participating in the promotion.

### 4. **Use Ad Scheduling for Promotions**

- **Schedule Ads**: Set up ad scheduling to ensure that your seasonal promotions are active during the relevant times. For example, if your promotion runs during specific days or hours, make sure your ads are scheduled to display during those times.
- **Align Location Extensions**: Ensure that location extensions are aligned with the ad scheduling to provide users with accurate information about the promotional hours and location availability.

### 5. **Optimize Bidding for Seasonal Traffic**

- **Bid Adjustments**: Use location-based bidding to adjust bids for locations with higher traffic or greater potential during the seasonal period. This helps maximize the visibility of your ads and location extensions in areas with increased interest.
- **Seasonal Bid Strategy**: Implement a seasonal bid strategy to increase bids during peak times for your promotion, ensuring that your location extensions and ads receive higher visibility during the campaign.

### 6. **Monitor and Analyze Performance**

- **Track Engagement**: Monitor the performance of your location extensions and seasonal promotions to evaluate their effectiveness. Track metrics such as click-through rates (CTR), conversions, and engagement to understand how well your seasonal campaigns are performing.
- **Adjust Strategies**: Use performance data to make adjustments to your location extensions and ad strategies as needed. Optimize your campaigns based on user responses and engagement with the seasonal offers.

### 7. **Leverage Local Inventory Feeds**

- **Showcase Inventory**: If your seasonal promotions involve specific products available at certain locations, consider using local inventory feeds to display real-time inventory information. While not directly a feature of location extensions, this can complement your promotional efforts.

### Implementation Steps

1. **Update Location Details**: Make sure that location details, such as business hours and addresses, are accurate and reflect any changes due to seasonal promotions.
2. **Create and Set Up Promotion Extensions**: Add promotion extensions to your ads to highlight seasonal offers and discounts.
3. **Customize Ad Copy**: Integrate information about seasonal promotions into your ad copy and align it with the information provided by location extensions.
4. **Schedule and Monitor**: Set up ad scheduling and monitor campaign performance to optimize your seasonal promotional efforts.

By effectively combining location extensions with other ad features and strategies, you can enhance the impact of your seasonal promotional campaigns and drive better results from your Bing Ads efforts.