In response to the recent Google Performance Summit, Google made several announcements on how their services will be changing in the months to come. One of the most important announcements included the introduction of new local search advertisements through Google Maps.
What’s The Difference?
Google already provides location based advertisement options in addition to the Google My Business platform, so what exactly is so special about these new local search ads? Well, these new ads will be available in several new formats including:
- Promoted Pins
- In-Store Promotions
- Customizable Business Pages
- Local Inventory Search
All of these options are meant to drive foot traffic to a physical location. Now, you may be wondering why businesses would be interested in brick-and-mortar stores when e-commerce is on the rise.
Google revealed during their summit that 75% of people who conduct a location based search on their mobile device will then visit that location within 24 hours with 28% of these visits resulting in a purchase.
Bridging The Gap
Clearly, mobile is not be the only concern. What advertisers should focus on is utilizing mobile in order to drive physical visits and purchases. To do this, the business must first be visible in every form possible across the Internet.
These new local search ads will facilitate this need of visibility by providing another dynamic platform on which consumers can find your business. While this new form of local search ads will not make all of your advertising dreams come true, it is certainly a useful tool to have in your arsenal of digital marketing services.
These new ads are only available in a beta form, and are not available to all advertisers. As such, there is little information currently available about these new ads, but one thing that we do know is how Google chooses which local search ads do and do not show through Google Maps.
Google has provided the following factors in regard to what will affect new ad rankings:
- Query Text
- Search/Browsing History
- Time of Day
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