Some changes were announced over the last few days to the way Google allows you to target local searchers with your Google ads.

Local ads are now supported through something Google calls “Ad Extensions” – which are basically additional elements you add to a Google Adword text ad on location about your business.  Local Google search properties such as Google.com and Google Maps will display this location information when local searches are requested.  The remainder of the ad network will display the ad without the extensions. 

In a way, this is an interesting approach that uses Google’s advertising platform to also give a push to using its local search properties – perhaps signifying a new strategy we really have not seen before.

Google Maps Exposure For Free

An interesting result of this new local ad extensions implementation is that you will NOT be charged when someone clicks on your ad that comes up in Google Maps (the first click on a Google Maps listing expands the ad to give more information), however you will be charged if someone then clicks on your website. 

So, for a local business, having alternative methods of contact such as telephone number, address and perhaps an email address can all be shown to your searchers at no cost – you will only be charged when they click through to your website. 

A pre-requisite of using Local Ad extensions on Google Adwords is being listed on the Local Business Center where you can list your business contact details, address and even advanced features that make you stand out such as images, videos and other advanced items. 

You will then be required to verify your information either via a callback to the number you list as your main business telephone or through a postcard notification where they will mail you back  a postcard with a special PIN you must use to validate the listing.  This is all for free – through obviously the intent is to expand the Google Adwords network reach to more offline advertisers. 

Do you have an offline aspect to your business that would benefit from Google Adwords ad extensions?  You can read more about getting started at the Ad extension information page here.