This is even better for the advertiser. Both boxes have map with the advertiser. Especially adwords ad text has not 1 but 4 links to click.
Iphone experience
Mobile internet is growing and this is the Iphone experience. It is good to be 1-click away from telephone booking especially for last minutes bookings.
Writing the query "Santorini Car Hire" this is the first screen. Google does not have even 1 organic result. Google believes that feeds from Local Business Centre are more relevant than organic results. Some years of SEO effort could be out of date and replaced by this new feature.
You have to be blind not to click in the first 2 screens. Users can also interact with iphone google Maps or call the advertiser with one click. This iphone experience is much better that just having links.
How you can benefit from Google Local Business Centre?
# 1- Put your Company in the local business centre
It is good to include any picture services , coupons , special offers , video and a lot of information. The more information and content the better.
# 2- Link your adgroup with your local business centre
Log in to you AdWords account in the campaign settings tab you can connect the campaign with LBC or just insert the address manually.
However this is not optimal because you may have different business locations for different search queries. For example Santorinicarhire.com has only one physical location. That's why I have put at least 5 different locations depending the search query (Santorini airport cars , Santorini port cars etc). You probably want to link the most relevant address.
# 3- Link the specific Adtext with the Relevant Business Centre Address
This is new to AdWords . You can now link each ad to the specific location. Let's say that you have 10 different location you cannot trust google to choose the most relevant. You can choose what is the most relevant location for each ad.
Statistics from Local business centre in Adwords
You can measure the interactions in AdWords versions with Local Business Centre. This will help you understand what you get when AdWords serves not just texts ads but also your position in LBC (Local business centre). There are statistics in AdWords reports and now there is a section just for the Local Business ad interactions.
Generaly I think that this geotargeted search will be more important. Mobile internet, iphone , mobile browsing , Google will realeases applications for the mobiles first.
Schmidt said the fundamental shift to focus on mobile first was driven by the expected shift in advertising from traditional media to the internet and then to mobile phones. "Mobile advertising should ultimately be much better [than PC advertising]," he said. "With a mobile device we know where you are so we can offer much more enhanced localised opportunities."
Are you going to miss the opportunity. What is your experience with LBC? Do you have any other advices/ideas/suggestions to add?
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