Google Goes All In With Location Based Paid Search
June 13, 2016
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 Google.com 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.
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.
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.
Browse By Category
The Advertising Principles That Guide Facebook's Decisions
Facebook highlights the advertising principles that guide their decision making in response to recent events.
Smart Ways to Get More Marketing Budget and Better Tools
In this new live webinar, Kristin Vick from Hanapin Marketing and Jeff Sauer from Jeffalytics discuss how marketers can ensure they have the budget they need to be effective with online advertising and get the right tools to make that argument.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
The Hero Conf Difference
Of the 50+ search and social conferences you can choose from, we're here to show you why Hero Conf is a can't miss event for busy digital marketers like you.
Improve Your Facebook Ads With Creative Hub and Split Testing
With the updates to Creative Hub and the Split Test feature, one can now institute a basic ad creation and testing process directly within Facebook.
Work Habits & Resources for the Stressed-Out PPC Manager
Feeling a bit stressed this holiday season? Get tips and resources that will help you become more efficient and alleviate stress!