Local Ads

The latest development in Google’s online marketing arsenal, Local Ads are specially designed to bridge the gap between potential customers in the area and your business. With Google’s Local Ads service you can literally direct your customer physically away from your competition.

So – where will you find these new ads?

These new local search ads are going to be featured on the Google Maps app, making them viewable from desktops, laptops, mobiles and tablets (you will even be able to find them on the Google.com expanded Maps results), producing effective results regardless of the device used.

When using the Google Maps app, a single ad with a purple label will be visible at the top of the organic results. And if you are searching within Google Maps, you will find a maximum of two ads with a purple label. For searches within Google’s expanded maps results, you will instead find a Google Maps ad on top with a yellow ad label.

Why the changes?

Google’s primary aim in introducing this new service is to bridge the gap between the mobile word and the physical world. Research conducted by Google revealed the following statistics, which show why this change is necessary:

  •   Almost 90% of all sales worldwide occur physically in store
  •   One-third of all mobile searches are related to location
  •   The rate of searches based on locations are increasing 50% faster than mobile searches
  •   Google Maps is now used by more than a billion users
  •   Google.com and Maps are used to direct people to 1.5 billion destinations every year
  •   84% of users prefer location-specific search results
  •   75% of people will visit a store after searching on Google
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What do I need to do?

The very first thing any business with a physical location should do is enable location extensions, as only ads with local extensions enabled will be visible. The next step is checking that the information provided in Google My Business is complete and up-to-date. Incorrect information is a huge no-no in advertising, as it is only going to make it more difficult for potential customers to find you.

Promoted Pins

As revealed by Google, promoted pins will soon be introduced to their services. This new feature will help in making your business visible to any users and potential customers who are nearby. Highlighted in purple, the simple-looking promoted pins are designed to stand out. They will also include the ability for users to tap the pins for more information on the business, delivering a more engaging user experience. For example, if you are searching for a restaurant, you can tap the purple pin and check out the menu.

Fully Customisable

These location specific pages are designed to generate more foot traffic to your physical store. In fact, once the local ad is tapped, it will open a page that can be fully customised by advertisers to suit your business and will include details such as your phone number, address and even driving directions. Businesses will also be able to include exclusive offers and promotions to help drive traffic toward that particular store. Where applicable, advertisers will also have the chance to include a local inventory for their business.

Online Local Inventory

A research conducted by Google revealed that one-fourth of people don’t bother visiting a store if they are not sure that their desired product is in stock. By displaying information about your inventory, you are exponentially increasing the chances that the user will follow through and visit your store. In order to enjoy the benefits of this feature, all you need to do is give your inventory information to Google.

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