Google folds Mapping and Address Extensions into Adwords
Google Adwords now allows you to extend your advert content to include Google Local information right in the advert (in other words Google Maps) and further enhance the utility and visual appeal of your adverts.
As an example of this in action, Bookassist's Traffic Builder team have recently completed the addition of Google Local to a number of campaigns - for example a search for Camden Court Hotel (camdencourthotel.com) in Dublin reveals the map content added to the advert (the "show map" link at the bottom of the advert below):
When you click the "+" next to the map link, the location opens up directly in the advert. A similar search for the Mespil Hotel (mespilhotel.com) again shows this functionality, where the map is now embedded directly in the PPC advert, include the "get directions" functionality:
According to Emel Mutlu, a member of Google's AdWords team writing on their blog on July 24th: “Location extensions allow you to "extend" your AdWords campaigns by dynamically attaching your business address to your ads. This new feature will be fully available in the coming weeks, with some advertisers having access to the feature starting today.” The features have landed in Ireland now and are extending to other countries.
Local business adverts are now no longer a separate entity, but are identical in form to the new local-enhanced Adwords adverts. This also helps streamline the Adwords process for advertisers.
This extension to Google Local shows that the adverts are themselves beginning to mix the media available to Google - Google have already implemented blended search (see: article on blended search) where different search elements like maps, video, news are listed in search results along with the traditional website results.
Folding blended search ideas in Adwords seems to be the direction this is going - expect to see embedded video and other items soon.