Google Gets Local in Google Maps for Mobile

Mobile searches for local business information have become an everyday search activity for the majority of smartphone users. To aid in the local search process, Google has recently announced that they have reconfigured mobile ad formatting for local searches completed in Google Maps Mobile application. The change in ad formatting is an effort to make Google Mobile ads work more efficiently for advertisers and smartphone users, which as a result will lead to a 100% increase in CTR –or so Google claims.

What’s changed in Google Maps Mobile?

While the changes in the Google Maps Mobile application are subtle, they leave the app with a more streamlined feel. When Google Maps Mobile app users click on a search result, the app directs users to a more enclosed results page consisting of the localized business information. This simplified click through pattern directs potential customers to an advertiser’s website in fewer clicks which means that they see the content they want faster than before.

Google’s changes to their mobile application emphasize improvements to the user experience for local searches— creating an enriched yet simplified approach to browsing within the application. The reformatted Maps app focuses on making calls to action pop. The “Click to Call” and “Get Directions” callouts are presented to application users in a more visible fashion, facilitating improved opportunities for potential customers to communicate with local business.

AdWords advertisers who utilize local extensions in their campaigns can now take advantage of hyper-local markers. Hyper-local markers allow Google Maps Mobile to determine your exact distance from the local search results displayed on your mobile device. Google hopes this new feature will help drive more traffic and additional revenue to advertisers’ brick and mortar locations.

Using the New Features

To take full advantage of the new local ad features, Google recommends a few essential instructions:

1. Because local ads are part of Local Extensions, be sure Local Extensions in AdWords are enabled
2. Target Mobile devices in your current AdWords Campaigns
3. Enable Search Partners— this allows for other search sites that are part of the Search Network to show your AdWords ads

Wrapping Up

Google’s tweaks to their Google Maps Mobile app are only a few of the recent changes being made to their mobile advertising platform. Generating contact information, estimated distance and exact directions to your local business can only improve customer flow. So what are you waiting for? Optimize your Google AdWords campaigns for mobile search now!