Local search results have been changed by Google again and this time Google Maps will have an effect on brick and mortar service providers. Brian Barwig is a local SEO specialist who noticed ads appearing in the local finder results, reached after clicking “More places” from a local three-pack in the Google main search results.
On the bright side, the addition of ads in the local finder results means that service providers and retailers who are not featured in the local-three pack can get to the top results when users click to see more listings.
The ads featured in the local finder will depend on Adwords location extensions similar to Google Maps that also started displaying ads around 2013. However, unlike the map results, the advertisers in the local finder results will not get a pin on the map results.
Google spokesperson also hasn’t offered additional details other than saying that they are working on new local business formats.
Changes were announced by Google about how to display ads in Google Maps. It will only show the ads included in the Maps location extensions, while the regular texts won’t be featured. Google has also edited the advertisers and removed Maps from its list of Search Partners in the Adwords help pages.
What this means?
Marketers using location extensions will be able to have their ads displayed in maps to see an increase in clicks and impression when ads are displayed there.
Marketers not using location extensions but choosing Search Partners will see a drop in clicks and impressions with ads not showing in Maps.
Including the Maps in the Google search inventory means inclusion of more advertisers in Maps ad auctions. The emphasis lies on location extension in line with Google’s continuous reliance on structured feeds and data, as can also be attested by retailers participating in Google Shopping.
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