Google has hyperlocal search ads for mobile search, which the company has highlighted today in a post on tis Mobile Ads blog. Google specifically discusses a use-case from Rent-A-Car.
In the scenario described, someone has car trouble and is able to quickly find a nearby car rental place from the side of the road as they simply enter "car rental".
"Hyperlocal distance information enhances the location extensions ad format with a marker providing the distance between the user and your business location," explains Google Mobile Ads Product Manager Surojit Chatterjee. "This visual cue instantly helps customers who are on the go and close to a point of sale know that your business is nearby which can drive more traffic to your store and generate more revenue for your business. Users see the hyperlocal ads only if they’ve opted into sharing their location on Google.com. And because the hyperlocal distance feature is built on top of location extensions, users can also easily click to see where your business is located on a map and click to call and connect with your business immediately.
"Hyperlocal distance information is automatically enabled for location extensions and does not require any additional configurations, allowing you to effortlessly perform hyperlocal advertising with your existing location extensions," adds Chatterjee. "Campaigns must also be opted into showing on iPhones, Android OS phones or other mobile devices with full Internet browsers. The ad format is available only on the Google search network and in countries supporting location extensions ad formats. Advertisers are only charged when users click to visit the website or on the phone number shown in the ad."
Google has also been showing off some interesting innovations in display advertising this week. The company demonstrated four different things at an ad event. More on those here.