Appear Ma, no keywords! Phrase-free Google adwords campaigns are here

Some brick-and-mortar advertisers logged into accounts in  late February to find new promotions named “ Local Search Advertisements Experiment Campaign” populated in Ppc.

Google has verified that these campaigns are currently  working for select advertisers only plus promote verified business locations in  local search results in both Google Search plus maps without using keywords.

Instead of keywords, Google uses Search engines My Business (GMB) information this kind of as  location address and place category to trigger relevant outcomes. Advertisers cannot request to take part in the particular experiment at this time.

Whilst these campaigns are still in extremely early days, how  should advertisers consider this recent development?

In your area focused optimizations

At the moment, most brick-and-mortar advertisers only have one  lever available to control when advertisements show up in Google maps searches or even in local  ad displays on Google. com: the activation or even deactivation of location  extensions.

Local Services is another compensated local format that is managed via a dedicated local services portal, however it is currently limited to a handful of home service  industries in select US towns . Thus, location extensions are usually driving local ad  results for many brick-and-mortar brands in most locations at this stage.

Location  extensions have existed for years and they are traditionally added to AdWords  campaigns for any brick-and-mortar advertisers as a best exercise for gaining  additional search engine results web pages (SERP) real estate and giving people useful information on store  locations plus hours.

[ Read the full article on Search Engine Land .]

Opinions expressed in this article are those from the guest author and not necessarily Marketing and advertising Land. Staff authors are shown here .

About The Writer

Andy Taylor is an Older Research Analyst at RKG, accountable for analyzing trends across the digital advertising spectrum for best practices and business commentary. A primary contributor to the Merkle | RKG Blog, Dossier, plus quarterly Digital Marketing Report, their 4+ years of experience have seen your pet master and provide valuable insights in to topics that extend across compensated search, comparison shopping engines, display marketing, SEO, and social media. Prior to arriving at RKG, Andy worked as an occasion organizer for a political campaign and dabbled in freelance writing. A graduate student of the University of Virginia using a degree in Economics, he wants to spend his free time watching documentaries and selling homemade ice cream sandwiches at farmer’s markets with his partner.

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