Last year, Google announced an improvement to location extensions which saw businesses with multiple locations being able to display up to three on their mobile search ads. Google has now made a new improvement, saying it will show three or four different businesses for location-related searches, such as “nearby auto repair” for example.
Each of these units will feature click-to-call and directions, and the new format organizes information so that users can compare options and take action (like call or visit).
Businesses with location extensions enabled are eligible to show these formats.
“With a world of information at their fingertips, consumers want what they want, right when they want it, so it’s essential that ads are fine-tuned to be relevant to people’s contexts,” Google says in a blog post. “In addition to location extensions, there are many types of extensions in AdWords that can make your ads more useful and engaging — and they deliver, on average, a 10% increase in click-through-rate.4 Showing more than one extension on an ad tends to see even higher engagement than that.”
“Search ads can trigger up to four extensions at the same time,” it adds. “This means your ad can show when and where a product is available at a nearby store, or show an app extension for someone on her mobile device.”
According to the company, Google search interest in “near me” has doubled since last year with 80% coming from mobile.
Images via Google
