Google’s plan to bridge the digital and physical worlds

Google has said it will be making it easier for marketers to bridge the digital and physical worlds with location-related mobile search enhancements.

Advertisers using location extensions will be able to prominently showcase their business locations when consumers search for things like “shoe store” or “car repair near me.” Google is also investing in more branded, customised experiences for businesses on Google Maps – geared towards helping marketers increase store visits.

It is experimenting with a variety of ad formats on Maps that make it easier for users to find businesses as they navigate the world around them. For example, Maps users may start to see promoted pins for nearby coffee shops, gas stations or lunch spots along their driving route. Local business pages are also getting a brand new look – to encourage consumers to explore your store before they even arrive, we’re adding new features like special offers and the ability to browse product inventory.

“It’s clear that consumers are moving seamlessly between online and offline experiences. So it’s important to help marketers think this way too,” said the company. Also, to help marketers succeed in this mobile-first world, Google is also redesigning AdWords and re-thinking “everything from creative and bidding, to workflow and measurement,” Sridhar Ramaswamy, SVP, Ads and Commercial said.

In order to enable advertisers and developers to drive more downloads of mobile apps – across Google properties – it built Universal App Campaigns. To date, Universal App Campaigns has delivered more than two billion downloads for advertisers, across Google Search, Google Play, YouTube, and the Google Display Network.

According to Google based on early testing, some advertisers have reported increases in clickthrough rates of up to 20% compared to current text ads.

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