Google has worked very aggressively to add value and relevance to its standard text-based advertisements. While text-based ads are highly useful and appropriate in most circumstances, sometimes videos, pictures of products, seller reviews or maps may be more appropriate. This depends on the user’s search, where the user is searching from and what device the user is searching on. Google has changed its AdWords platform dramatically in a short time period.
In the last year alone, Google has introduced all of the following new innovations: “Seller Rating Extensions,” “Ad Sitelinks,” “Product Extensions,” “Video Extensions,” “Location Extensions,” “Click to Call Phone Extensions” and “Multiple Addresses for Location Extensions.” Last week Google announced another new enhancement to its ever-expanding catalog of “Google AdWords Extensions.”
“You can now feature your business location and phone number on an expandable map ad that can appear on mobile websites and apps in the Google Display Network.” – Google Mobile Ads Blog
This new extension aims to connect local advertisers with users on the go. The new AdWords location extension focuses on targeting users within mobile browsers as well as mobile apps. Google takes advantage of knowing the user’s exact location by delivering maps, step by step directions, as well as a click-to-call phone number to the nearest advertised business location.
The ad is delivered in banner type form within Google’s Mobile Display Network of websites and mobile applications. The ad displays a business icon (advertiser must upload an icon or logo representing its business) next to standard text-based ad copy with an option to expand a map. The user can either click to view the advertiser’s mobile website or navigate through mapping options such as Get Directions (from your exact location) and Click to Call. The advertiser only pays when a user clicks to visit its website or clicks to call (not when the user expands to view the map or selects Get Directions).
Google is delivering extremely relevant results personalized to you in your location all within one click, highly relevant to the user on the go. Here’s what it looks like:
Marketing worlds are colliding. Advertisers now cannot manage standard PPC campaigns without focusing on Display, Mobile, Local, Social (reviews) and/or Search based strategy. Just another example of how critical it has become to coordinate efforts across marketing departments.
How have you seen this type of cross-department marketing manifest itself?
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