What are AdWords Location Extensions?
Erica Opsvig Jun 24 2016
Google AdWords location extensions are ad extensions that allow advertisers to show their physical business address and phone number with their standard Search Network text ads.
These extensions are eligible to show on all devices but when they show on a mobile phone, they include a clickable link so customers can easily get directions to the business.
Below is an example of a location extension:
Why should advertisers use location extensions?
1. Location extensions are ideal for local businesses with physical addresses looking to drive foot traffic into their stores or locations.
2. Location extensions don’t cost extra money to serve and can provide a clickthrough rate boost.
3. Location extensions provide advertisers more real estate in the search results and help the ad stand out while looking more credible.
4. Advertisers have complete control on location targeting around specific business addresses.
How do I set up location extensions?
Location extensions are added within the ‘ad extensions’ tab of your AdWords account. In the ad extensions tab, select Location extensions from the drop down and the red +Extension button.
AdWords uses your Google My Business account to manage business addresses. It’s a free service that makes it easier for customers to find businesses on Google as well as information such as hours, directions and contact information. If you don’t have an account, you should set one up right away.
When you click the ‘+Extension’ button to set up your location extension, you will be prompted to select the locations you want from your Google My Business account or sign up for an account if you don’t have one.
Advertisers can either select or create the Google account they want to use to sign in. Search for the business by name and address, or if you can’t find it, fill in the required information to add the business to Google.
Once you create an account, Google will prompt you to create the Google page with a physical address. Google also requires that you authorize the business. This can be done by postcard, phone, instant verification, or bulk verification, depending on the type of business. Once verified, you can add hours of operation, contact information, and other details you may want displayed alongside the business.
The business information is then imported from the Google My Business account into AdWords. Advertisers can assign addresses to go with specific campaigns or ad groups by using filters.
Location extensions best practices
During initial set up, obtain approval from the primary business owner before using their address.
If you are advertising a local business, using location and call extensions is highly recommended. It makes it easier for potential customers to find and contact you.
Just like anything else in AdWords, once you’ve set up and activated location extensions, you’ll want to monitor performance. Be sure to check back in the ‘ad extensions’ table to review the performance statistics provided.
Location extensions will not show every time your ads are displayed. This may be due to poor keyword quality, Ad Rank, or a number of other issues. Remember to always work to improve the overall quality of your account to ensure your location extensions are able to show as often as possible.
Erica came to Portent after recently finishing a Masters degree in Digital Marketing. She graduated from the University of Washington with a BA in Marketing and is a true Seattleite. She can't go a day without coffee! Read More