By Natalie Kleopfer, Account Coordinator
Looking to enhance your local and mobile advertising efforts? Learn how Google’s new updates can help.
On October 19th, Google unveiled several new mobile ad features and formats that will have a significant impact on pay-per-click (PPC) advertisers. Here’s a rundown of some of the key changes:
The distance between a user and an advertiser’s business is now factored into mobile search ad rankings. Local already accounts for 40% of mobile searches and the addition of proximity as a scoring factor will only cause that percentage to rise. Search Engine Land suggests that marketers start using Location Extensions, a feature in AdWords that allows the addition of dynamic addresses to ads. While previous ads only allowed description lines and a URL, Location Extensions lets companies include their names, addresses and phone numbers, too. This, combined with the new proximity factor, will help businesses drive more mobile traffic at a lower cost.
Another new Google feature is custom search advertisements for apps. Google will now place relevant ads in searchable mobile apps. If a user has an app that lets them search for a local movie theater, he or she will now see relevant movie theater and film advertising within the app.
Circulars, a new Google advertising format, is not restricted to mobile. Here’s how the new format works: When a user clicks on a search or display ad, he is directed to another ad featuring pictures and relevant products or offers. If the ad is viewed on a desktop computer, the user can email it to his mobile device. He can then take it to the business location to redeem the offers. This format is currently being tested with retailers Best Buy and Macy’s.
For more information about Google’s new offerings, visit the Google Mobile Ads Blog.
