When the consumer hits the map page, they’ll see a small ad at the bottom. It has the biz name, a short description and the mileage from your location. If you tap the ad, it expands to show additional information. In this case we see the hours, the full address, the website and then links to call, save and share.
Also note the tiny purple “Ad” icon next to the description. We wouldn’t want people to think this is the best result based on their search. This is just the best PAID result.
Speaking of paid, there are a few actions that won’t result in a charge to the advertiser. The user can save the business information, share it with friends and start navigation and it won’t cost you. If they swipe or tap to “get location details” you’ll get dinged for the standard CPC charge. You’ll also be charged for click-to-call or a click on the ad headline. Since they can do several of these actions one a single ad, Google says AdWords will only charge for up to two paid actions per impression.
In order to use this service, you must add location extensions to your search campaigns or create an ad with AdWords Express. Once you set this up, you’ll be able to monitor not only the clicks on your ad but the specifics of how people interacted with the ad and that’s valuable information.
Cost aside, the concept is excellent. We know that the best time to put your brand in front of a consumer is when they’re actively looking for a product or service. I’m looking for the easy way out, so if Google offers me an easy, near-by option when I’m out running errands, then I’m probably going to go for it.
Is there any downside to this new program? Let me know what you think? It sounds like a win to me.