I was using my day off this morning to plan for the upcoming Easter long weekend in April. As I wrote in a previous post I am quite bullish on mobile search. So I started a new generic Google search on my smart phone for “car rental”. I expected to find a long list of suppliers whose numbers I’d have to note down and then call individually to figure out which one is the closest for the pick up and drop off after the trip. My search results pleasantly surprised me, the first sponsored listing was Europcar which provided a link to the nearest office based on my location (which needs to be active on my phone) and also a number. I could expand the location link to see the address on a Google map. The ad takes advantage of the hyper local distance feature – the blue marker indicates that the location is just 4.2km away.
Clicking on the number takes me to my dial pad so I can ring them immediately, which is just what I want when I’m conducting research on a phone. I ran the same search on a desktop and got a simple Europcar text ad, so they’ve obviously been smart enough to develop a separate mobile campaign linked to their Google Places account.
So I wondered if other businesses with offline store locations/franchises, and where consumer might need to speak to someone were doing the same. Here are some sample results of my other searches for location dependent services that came up with standard Adwords text ads only.
Create mobile campaign ads with hyper local information with 4 easy steps:
1. Just set up a separate mobile specific campaign. Either duplicate existing campaigns or select keywords using the updated Keyword Tool that now gives visibility on volume for mobile only searches
2. Create Ad Extensions > Locations, check the box next to “Extend my ads with location information.”
3. Link to your existing Google Places account which has your business locations and phone numbers and you are set.
4. Ensure your campaign is set to show to Mobile devices with Full Internet browsers only.
The hyperlocation feature is automatically enabled for location extensions. It provides your consumers quick visual cues on how near your business is to their location and allows them to connect immediately from their phones. Users need to be opted in to share their locations on Google.com to see this feature, but with the proliferation of mobile search, smartphones and location-based services, this behaviour is becoming widespread. I’d like to hear your experiences with such campaigns either as an advertiser or user, so please write in.