The 2 Ad Updates That Made By Google Will Affect Local Search Marketers
In their latest update, Google has changed the location of the local search results and Google Maps, which will make greatest impact on retailers and service providers with physical locations.
Ads in Local Finder Results
According to the Local SEO specialist, now onwards the ads will appear in the Local Finder results, which you will find after clicking “More places” from a local three-pack in the main Google search results.
Additionally, the Ads (more than one ad)can display in the Local Finder results. It means the retailers and service providers, which are not featured in the local three-pack, will have a new opportunity of getting to the top of the results, only if the users click through to see more listings. Also, the organic listings have been infiltrated with advertising.
The Local Finder ads depend upon the AdWords location extensions same as Google Maps, which started displaying ads that used location extensions, after Google has updated its Maps in 2013. However, unsimilar the results in Maps, the advertisers who are featured in the Local Finder results, would not be able to get a pin on the map results.
A Google spokesperson says that, “We’re always testing out new formats for local businesses, but don’t have any additional details to share for now.”
Google Maps Will Not Considered As a Search Partner
In its latest update, the Google has announced that the big changes has made, according to which the ads will now onward display in Google Maps. As well as, only that ads will show by the Google that include location extensions in Maps, and the regular text ads will not be featured. The other major change is that, the Google Maps is no longer considered as part of Search Partners. Already, the Google has informed the advertisers, and Maps has been removed from the list of Google sites included in Search Partners, in the help pages of AdWords.
This change in Maps’ status means:
1. Advertisers that are using location extensions, but had opted out of Search Partners, will be able to have their ads shown in Maps, and will get an increase in impressions and clicks as their ads are showing there.
2. Advertisers that are not using location extensions, but were opted into Search Partners, could see a drop in impressions and clicks as their ads are no longer showing in Maps.
Through this step of including Maps as part of the Google search inventory will surely increase the list of advertisers for Maps ad auctions. Also, Google emphasis on location extensions as they increase reliance on structured data and feeds, as retailers participating in Google Shopping can authenticate.