Google AdWords Update: New Local Search Ads Revealed

It’s no secret that the world is obsessed with their phones, studies show that we spend, on average, five hours a day on our phones and check them about 85 times a day! Why is this so important? Enter Google, the dominating search engine in the world and a mainstay of digital advertising. At the recent Google Performance Summit, Google revealed big additions to the PPC world revolving around the idea of a mobile-first world and “micro-moments.”

What are Micro-Moments?

At the summit, Google discussed what are called “micro-moments.” Micro-moments happen when consumers want-to-know-something, want-to-do-something, want-to-buy-something, etc. People are looking for the perfect product to buy, best destination spot for the weekend, or simply who won the game last night. These moments allow brands to connect with consumers throughout their daily lives whether they are at the park, on the bus or lying in bed. Leveraging these micro-moments are critical to a business’s success both online and offline and can have lasting impressions on consumers.

Current Google Ads

If you have a Google My Business page, then you are already showing up for local searches on Google. However, the new update will begin to roll out several new features including Promoted Pins, in-store promotions, customizable business pages, and local inventory search.

New Local Search Ads

The new ads are being improved to make businesses more visible when consumers are searching for someone or something. The update will feature the new ads at the top of the search results in Google Maps indicated by a purple ad marker.

These ads will feature a call button and directions.

Clicking on the ad will bring consumers to a customizable business page which will display any in-store promotions, a local inventory search feature, and important store details such as phone number, address, store hours, etc.

What do You Need for Local Search Ads?

The very first thing you need is a Google My Business page. You can set this up on your own or with the help of an agency. Second, you will need a Google AdWords account that is linked to Google My Business. If you run your own Google AdWords account, then you will need to enable “location extensions” under the ad extensions tab. If you have an agency who manages the account, ask them about the new Local Search Ads.

What’s Next?

The new local search ads are still in beta and Google hasn’t revealed an exact date when the update will go into effect. Until then, start setting up those Google My Business accounts and start advertising on Google AdWords!