Google has added Location Extensions to its AdWords services, which automatically includes information like a store’s location, photos, business hours etc.
The service, which was launched last week, is being offered to ads within the Google Display Network. Location Extensions can help advertisers maximize their investment. Since the ads give vital information like the address, a map to the store’s location or the distance, people can then click or tap the extension to get further details on the location page, which includes the most relevant business information all in one place. Location Extensions may also include a phone number or call button so that users can easily call your business.
“Location extensions help people discover local businesses as they use Google.com and Google Maps to find places they love,” Google claimed in a blog. For example, a person browsing gardening blogs might see local information for a nursery, making it easy for her to visit the store and make purchase. The goal is to make AdWords placements “more useful to shoppers who are nearby or show interest in your business location”.
When to use
Google claims early testing has shown that advertisers see an increase in clicks to their business, with 60% of clicks on this extension related to directions or store information.
Search Network: These are typical AdWords running in the simple Google search network. A pizza store owner can get more traffic by simply adding Location Extension to his campaign. Once enables that, when people passing around the area happen to run a mobile search for one of his set keywords (eg, “best pizza nearby”), the store’s extension gives the searchers the name of the place, the address, the distance, a clickable “Call” button and a clickable access to a ‘Details’ page. The Details page further has information like the business hours, phone number, photos, customer ratings, and directions.
Display Campaigns: Location extensions can also run on Display campaigns which help a customer to close the loop between online ads and offline sales by driving traffic to stores. For instance, a major clothes retailer wants to target the audience segment “Fashionistas”— encouraging people browsing online to come into the store and make purchases. To achieve this, the store owner simply has to set up Location Extensions on Display ads. When people see the ads, they can check out the business photos, open hours, and store location on the map then click on ‘Direction’ to navigate to the store.
Where they show
Location Extensions shows business information on mobile as well as desktop formats and on the Search Network, Display Network, and Google Maps.
Google Search Network: On the Search Network, ads with Location Extensions appear as a standard text ad with the advertiser’s location and phone number. On mobile, a clickable “Call” button may show. Reviews from a user’s Google My Business listings may appear in ads with location extensions enabled. Reviews are compiled from Google My Business listings with a minimum of 5 reviews and an average of 3.5 stars.
Google Maps: If an advertiser chooses to advertise with Google Search Network Partner Sites like Google Maps, the ads with location extensions can appear on partner sites. Ads with location might show a map.
Google Display Network: An advertiser’s location extensions may show on sites and apps on the Display Network when people are near, or have demonstrated an interest in that area.
You can try Location Extensions by clicking here.