Google is updating how you can edit and add location extensions in Google AdWords accounts. The transition to the new way of managing location extensions is rolling out in September. Below is an overview of why location extensions are important, what is changing, and what next steps you should take to ensure location extensions continue to display with your ads.
Why Location Extensions Are Important
Location extensions are just one example of ad extensions offered in the Google AdWords interface. Other common ones you see with ads are sitelinks, call, and review extensions.
According to Google, on average ads that display with ad extensions see a 10% boost in CTR compared to ads that don’t have extensions. Google now also takes into account ad extensions when calculating where your ad will rank on the search result page and favors ads with extensions, so it is important to have a variety of ad extensions implemented in your account.
Location extensions in particular are helpful for businesses with physical locations. They help drive foot traffic by displaying your address with your ad. Searchers can also get directions directly from the ad by clicking on the address link, which then loads Google Maps. This is especially beneficial for people searching on mobile devices. Google research shows that 50% of consumers visit a store within one day of searching for local information on their smartphones.
The image above is an example of what location extensions look like on a smartphone. The image to the right is an example of what it looks like on a desktop or laptop. Location extensions are indicated with a red arrow.
What is Changing With Location Extensions in AdWords
Previously, addresses used for location extensions were manually entered into AdWords. Starting soon these will no longer be supported and will be removed from accounts.
Moving forward, AdWords accounts must be linked to each location’s Google My Business page (formerly Google Places). All location information (name, address, phone, etc.) will be managed in your Google My Business (GMB) dashboard. Any addresses you add to your GMB account will be eligible to show as location extensions in AdWords and can be applied to specific campaigns with filters.
Ensure Location Extensions Continue To Display With Your Ads
We’ll be walking each of our clients through the transition process, but if you’re managing an account on your own here are the next steps you can take to make sure location extensions continue to show.
- Search Google or Goole Maps with your business name to find your Google My Business account and identify if it has been verified/claimed by your organization. If you don’t have a Google My Business account sign up for one. You can sign up with Google by visiting http://www.google.com/business/
- If the business has been verified figure out the appropriate Google login to access and edit the account. You’ll need this login to link AdWords & Google My Business. If you find your business has not been verified start that process.
- Once the account is verified, and you have the login, link it to your AdWords account. More information on the linking process can be found on this Google support page.
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