Google can obviously see the huge revenue potential in the local advertising market, as it continues to enhance the AdWords platform to make it more attractive for bricks and mortar businesses.
This week, they’ve unveiled their latest Local enhancement – Local Extensions.
Location extensions allow you to “extend” your AdWords campaigns by dynamically attaching your business address to your ads.
If you’re a business owner, you can set up extensions by linking an AdWords campaign to your Local Business Center (LBC) account. If you’re not the primary business owner of the locations you’re advertising, you can manually enter addresses directly into AdWords.
It has on numerous occasions annoyed me to find advertisers pretending to be local on explicitly local searches. The local extension should make it easier to identify the “real” local businesses on such searches – levelling the advertising playing field.
From a searchers point of view, the Location Extensions should improve trust in ads, and accordingly increase click through rates (CTRs). Hopefully this will also help local advertisers get better quality scores and more affordable click prices.
Google’s Local Extensions are the latest in an ongoing effort to improve Google’s value to local businesses. Here are some of the other Local improvements that Google have released over recent months:
Google Becomes More Local
New Features for Local Business Ads
New Local Business Ads Interaction Report
Local Flavor For Google Suggest
The Local Business Center Dashboard Opens Its Doors