Google’s Location Extensions – Why Do They Matter?

3/25/2015

- Jaclyn Robledo, Campaign Manager

Ad extensions are an integral part of standard Google Text Ads because they provide extra layers of information that clarify a site’s content and entice users to click.

Google encourages advertisers to use sitelinks, call extensions, callouts, and review extensions in all campaigns to improve click through rates (CTRs), add credibility and increase qualified traffic to advertiser websites. Inclusion of these elements is considered best practices and shouldn’t be overlooked.

In addition to these great nuggets of information, Google is continuously looking for ways to improve text ads with localized enhancements.

Upgraded location extensions (introduced in July 2014) are an ad extension that allows advertisers to sync their Google My Business Account with their AdWords Account so that the physical address and location details of the business are automatically populated within the standard text ads.

See below:

Location Extension

Businesses with multiple locations like bricks-and-mortar retailers also have the option to choose which addresses go to a particular campaign or ad group. If these locations need to be accessed by many people within the business, the advertiser just needs to grant access to their locations to manage via a Google Business Account.

So, why do locations extensions matter? Let’s say your business is a flower shop and a husband is running late for Valentine’s dinner, but still needs to purchase flowers for his wife. He searches on his phone for the closest flower shop and your competitor is at the top of the page with the store address prominently displayed. Do you think he’ll keep searching? Probably not.

Whether a large department store or small flower shop, it’s important to have your locations available for users to determine what is nearby & accessible; Not to mention, adding this feature also means your ad takes up more real estate on the page for mobile users.

According to Google, 50% of consumers will visit a store within one day of conducting a search for local products and services. Adding location extensions to your campaigns will likely increase your CTR & qualified traffic. Please keep in mind - syncing your Google My Business Account is just the first step.

To learn more about how we can help you improve your interactive advertising efforts, email us and one of our experts will be available to assist.

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