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.
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