Google Goes All In With Location Based Paid Search

By Lauren Rosner | @lkrosner | Sr. Production Specialist

We are creatures of comfort and convenience. The weight of mobile phones in our pockets feels like little security blankets. The Great and Powerful Google recognizes our need for convenience and is always working to make it easier consumers to find what they need. On the flipside, with one of the latest updates, Google is making it seamless for advertisers to get in front of the consumer.


In late May, Google released updates related to location based searches. With almost one-third of all mobile searches being related to location, the need to merge brick and mortar with the digital world has become imperative. Consumers searching for “bicycle repair shop near me” can now be served a local search ad in either or Google Maps. While this may seem like no big deal, let’s take a closer look.


Google is testing a variety of formats in which the ads may appear. While consumers are using Google Maps for instance, they may travel in the vicinity of your business. With location extensions activated, users could be served up a promoted pin, featuring your business location as well as a tailored ad.


Image of a map of where Walgreens is
An example of an ad with a promoted pin


Business pages are also getting a facelift. Users can explore your store without clicking to your page. Now, ads featuring in-store specials or deals can be listed with the business information.


Image of an ad with business information
An ad with business information


If you do have a store-front, why not take advantage of these new updates? On average, ads with location extensions activated see a 10% boost in CTR, according to Google. Not only will it help drive traffic to your website, you drive traffic to your front door.


To be eligible for location extensions, you will need to set up and link your Google My Business account to your AdWords account. Google will walk you through the process here if you are unsure how to enable the proper settings.


In order to serve ads in Google Maps you need to do the following:


  • Make sure location extensions are enabled in your account
  • Ensure your Google My Business listing is up to date
  • Target specific locations and set bids by locations near your business
  • Build out keywords in your campaigns relating to your location


With ads being served in Maps, the account will be charged for the following types of clicks:


  • Get location detail clicks
  • Get direction clicks
  • Mobile clicks-to-call clicks


If you are still undecided if location extensions are right for you, check out success stories from Google.