Google just recently announced changes to its advertising functionality for smartphones and tablets at the Google I/O 2016 featuring a serious revamp of its Universal App Campaigns. Now, it has announced the introduction of new local search ads which can run on Google.com and the Google Maps app. With a third of mobile searches now related to location, the move gives businesses a good opportunity to target consumers locally.
Google rolls out local search ads
In addition, the company is looking to revamp Maps for a more branded, customised experience for clients. It’s all geared towards driving in-store visits. However, mobile users are benefitting too. For them, it will be easier to find a shop or business as they navigate Maps. They’ll also be seeing promoted pins for close-by businesses. Advertisers on the other hand will be able to add special offers and product inventory to their Maps campaigns.
Measurement remains an all important feature and Google says that its online-to-offline measurement solution in AdWords is still one of a kind.
“In the next few months, you’ll be able to set individual bid adjustments for each device type – mobile, desktop and tablet. This lets you anchor your base keyword bid to the device most valuable to your business and then set bid adjustments for each of the other devices. You will also have a wider range to adjust bids, up to +900%. With more controls, you can now optimize with greater precision while keeping things simple with a single campaign that reaches consumers across devices.”