Google introduced new “hyperlocal” mobile advertising to serve locally relevant ads and display distance information to help consumers understand how close they are to a nearby business or point of interest

Posted on September 30, 2010

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Imagine driving to work and your Check Engine light comes on. After pulling over and calling a tow truck, you realize you’ll need another car to get to work and use while yours is getting repaired. You pull out your phone and search for “car rental,” hoping that you can find one nearby. From a Google search ad result you discover there’s an Enterprise Rent-A-Car neighborhood location just half a mile away! The blue distance marker made it easy to see that Enterprise is approximately .5 miles away. You click on the phone number listed in the ad and are instantly connected with the car rental service. Soon, an Enterprise representative is on his way to pick you up.
To create more meaningful connections with their customers, Enterprise Rent-A-Car is taking advantage of Google Mobile Ads’ new hyperlocal advertising feature which serves locally relevant ads and displays distance information to help users understand how close they are to a business. This powerful ad feature delivers down to the block level information about your business at the right place and at the right time.

According to Laura Bryant, Enterprise spokesperson, “Since Enterprise Rent-A-Car has neighborhood and airport locations within 15 miles of 90 percent of the U.S. population, the hyperlocal ad feature is an excellent medium to help our customers find us at the exact moment they need us most.”

Hyperlocal distance information enhances the location extensions ad format with a marker providing the distance between the user and your business location.  This visual cue instantly helps customers who are on the go and close to a point of sale know that your business is nearby which can drive more traffic to your store and generate more revenue for your business.  Users see the hyperlocal ads only if they’ve opted into sharing their location on Google.com. And because the hyperlocal distance feature is built on top of location extensions, users can also easily click to see where your business is located on a map and click to call and connect with your business immediately.

Hyperlocal distance information is automatically enabled for location extensions and does not

require any additional configurations, allowing you to effortlessly perform hyperlocal advertising with your existing location extensions. Campaigns must also be opted into showing on iPhones, Android OS phones or other mobile devices with full Internet browsers. The ad format is available only on the Google search network and in countries supporting location extensions ad formats.  Advertisers are only charged when users click to visit the website or on the phone number shown in the ad.

Google is committed to expanding the possibilities of mobile local advertising by developing innovative hyperlocal ad features powered by robust location-based ad serving.  Stay tuned for more exciting developments in hyperlocal advertising from the Google Mobile Ads team.

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Posted in: Google