Google has unveiled several improvements to AdWords location targeting and location extensions just in time for the holiday season.
The search and online advertising giant revealed on Friday, November 16, new ways for customers to look for, drop by, and get in line with businesses through AdWords.
AdWords is a pay-per-click (PPC) program where webmasters can create customized advertisements and pick keywords. It is Google’s main advertising product and main source of revenue.
Location targeting displays advertisements to customers in a specific geographical area, while location extensions actively sticks to a business address and phone number on an advertisement.
To get local during the holiday season, Google released a handful of improvements to location targeting and location extensions: airport targeting, combined display of location extensions and sitelinks, bigger maps, better location matching, online conversion reporting for location extensions, and expanded international support for geo-targeting and location extensions.
Airport targeting allows businesses to connect with potential customers on mobile, tablet or laptop devices in more than 350 airports worldwide through AdWords.
“With airport targeting, you can offer relevant, last-minute travel and entertainment opportunities, promote your mobile application to airport travelers, amplify interest in your in-airport campaigns, build your brands with mobile display ads, and much more. Plus, you can easily review the performance of these campaigns using geographic performance reports,” said Google.
The enhancements include location extensions beside one-line sitelinks in text ads on desktop and laptop computers and sticks even with two-line and three-line sitelinks. This is good for multichannel businesses since it highlights specific geographical areas to reach for the right customers.
Location extensions are now larger on desktop and laptop computers, such that the map panel will replace the existing expandable map. The new map shows up at the right of top search results when the location extension address is clicked.
According to Google’s tests, users prefer map locations than its older implementation. It said, “Early testing suggests that users will click to see locations on a map more frequently than with our previous design.”
Google improved location targeting in AdWords with features such as postal code targeting in the U.S. getting closer to more relevant customer locations from within location extensions. Businesses with specialty or destination businesses now have the option to show location extensions to people who are nearby but are not within the postal code.
AdWords conversion tracking for businesses who want to know how location extensions affect online conversion rates is better. “Earlier this year, we included online conversion data within ad extensions reports to help you analyze the overall impact of location extensions on online conversions and measure your online conversions per location more effectively,” said Google.
Google’s local extensions and geo-targeting are now available to more countries: Argentina, Bulgaria, Romania, Russia, UAE, and Vietnam. Geo-targeting options have expanded to the United Kingdom, departments in France, and cities in Argentina, Russia, and United Arab Emirates.
The full list of location targets worldwide is available here.
Image: Martin Lafrance, via Flickr (CC)