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BizReport : Mobile Marketing : August 02, 2010

New Google AdWords format for maps guides mobile users to your door

Google has developed yet another way for businesses to drive traffic to their bricks-and-mortar stores and websites. A new AdWords location extension has been released that geo-targets mobile display ads to both the iPhone and Android phones.

by Helen Leggatt

google adwords logo.gifMaps on mobile devices are an increasingly popular way for consumers to find local businesses so it's no wonder that Google is working hard to provide the best possible experience for both consumers and businesses alike.

Earlier this year Google AdWords launched click-to-call phone numbers in local ads on mobile services after a trial "improved" participants' click-through rates from anywhere between 5% to 30%.

Last week saw the launch of an enhancement to that service. Advertisers can now insert their location and phone number on an expandable geo-targeted text banner ad which can be displayed on mobile websites and apps in the Google Display Network.

"Since ads can be served based on the user's location, a potential customer will see the phone number and map of the store location that's nearest to them," writes Dai Pham of Google's Mobile Ads marketing team.

"By providing mobile consumers more options to connect with your business, you can drive more traffic to your store, visits to your website and calls to your business.

Advertisers aren't charged when mobile users click to expand the map or get directions. Only when a user clicks to call a business or visit a website are charges levied, according to the Google AdWords blog.

Tags: AdWords, click-to-call, display ads, geo-targeting, location-based marketing, mobile marketing

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  • Steve Squier

    As a Google PPC ninja once told me, it is important to constantly split-test new ads so that messaging is consistently being refined in a competitive marketplace. That happens on at least two levels: 1) The ads themselves, inside Adwords. It has easy split testing for ads and reports optimal performance. 2) On your landing page itself. That's where a lot of people miss the boat on conversions. They blame the ads but don't split test elements or versions of their landing pages. There are lots of ways to do this, but it's kind of technical and as a business owner I couldn't really be bothered with learning the details, but I can refer you to Simon. Call him - 325-446-1507 .

  • It is now even clearer to me why Google had to buy Admob, a mobile marketing company. This post at http://mobilemonopolymarket... put more light on the reason. I think mobile marketing is becoming the next big thing now.



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