Local Marketing

Using Google Places to Maximize Ad Performance in Google AdWords Christine Churchill , KeyRelevance.com , Dallas, TX - Jul 27, 2010

If you are like most Pay Per Click (PPC) advertisers, finding new ways to improve ad performance is an on-going quest. If you are a local business doing paid search, there's good news. Google now offers a technique that allows advertisers to use their local business data in a way that makes their ad stand out.

In this article, I'll explain how to derive the maximum benefit from the local business data in your Google Places (formerly Google Local Business Center) listings.

Using Google Places Data in AdWords

Look at the graphic below that depicts a geo-targeted search on Google, in this case it was a search on "plumber Dallas TX." Notice the second ad has an additional line that includes the option to "show map" information about the business.

Full size screen shot

Benefits of Unique Ads

You can gain many benefits when Google shows this extra line in your ad:

1. The "show map" line acts as a visual differentiator for the ad. The extra line draws the eye because it makes the ad look different. There's also a small but eye catching plus sign to the left. Ads that stand out can result in an improved click through rate.
2. The link to map data can be used to show multiple business locations for companies that might have more than one business in the same geographical area.
3. The map data can improve customer interaction and consumer experience because it's now easier to find your business locations.
4. An added bonus is that your store location information is provided even if customer never clicks on your ad. Thus, this technique can sometimes provide free locator information.

A locally-focused business can elect to get the additional line of information added to their ad simply by linking their Google Places data and their AdWords Campaigns. The limitation of this technique is that the Google Places map information link will only be provided for appropriate geo-targeted searches.

How to Get Google Places and AdWords "Playing Nice"

To take advantage of this ad technique, you must first have a Google Places account. If you don't have an account, read this article first and set up an account. Once you have a Google Places account, follow the steps below.

1. Have handy your Google Places account login e-mail and password.
2. Log in to your Google AdWords account.
3. For each campaign in which you want to take advantage of this feature, edit the Campaign Settings in the following manner (see the graphic below):
   1. In the "Ad extensions" section, click on the Edit button next to "Business owners - Use addresses from a Google Places account".
   2. Enter your Google Places account e-mail and password in the appropriate fields.
   3. Click on the Save button (see graphic below).

Full size screen shot

Then wait up to 24 hours for the location information from your Google Places to be synched with your AdWords campaign ads. Once this occurs, you should see the "show map data" line displaying in your ad when geo-targeted relevant searches are made.

With the economy in a slump, you can't afford not to take advantage of every technique possible that can help improve return on investment in your paid advertising. Linking your Google Places data with your AdWords account is one simple step that can help you save money, improve ad performance, and increase your customer's experience.

Christine Churchill is the President of KeyRelevance.com, a full service Dallas search engine marketing company that specializes in helping businesses succeed online. Christine and her experienced team of online marketers provide a holistic approach to marketing: increasing a site's visibility online, improving the user experience on the site, and maximizing the site's conversion potential.