Google Rolls Out Location Extensions to Paid Search Ads
July 27, 2009
On Friday, Google announced that advertisers will now have the ability to dynamically include their business address in Adwords ads. This is an exciting addition for restaurants because, if done correctly, this feature appears to offer the best of Local Business Listings and pay-per-click advertising.
According to Google’s Location Extension Overview, this new functionality will offer users the ability to link their Adwords campaigns to their Local Business Center account. Once linked, the physical address of the business will be dynamically added to standard Adwords text ads, as in the ad example at left. Google will also allow the manual addition of a business address directly to a text ad by editing the ad copy within the Adwords account interface.
It’s a bit early to make a determination, but at first glance location extensions appear to be that rare feature that benefits both the searcher and the advertiser. The searcher is provided with more relevant information than was previously available with the 70-character limitation in Adwords copy and the advertiser can combine location information with compelling descriptive copy and a call to action within one pay-per-click advertisement. Google plans a gradual roll out over the next few weeks.
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