On June 11, Google announced the launch of Google My Business, a free service that helps business owners connect directly with their customers on Search, Maps, or Google+. Google My Business combines the features of Google Places for Business and the Google+ Pages dashboard in one interface so that business owners can update business information, add photos, share news and updates with customers, and manage reviews in one place. If you’ve used Google Places for Business or Google+ Pages dashboard in the past, Google will automatically upgrade your account to the Google My Business dashboard, which looks like this:
What This Means For Advertisers
If you’re managing an AdWords account for a business, by now, you’re probably aware of the many benefits of running ad extensions, so you may have implemented location extensions already. Location extensions allow advertisers to display a business address, phone number, and map marker below their ads.
On mobile devices, location extensions include a link with directions to a business as well as a clickable “Call” button that allows customers to reach a business by phone. Location extensions also allow advertisers to take up more real estate in Google by pushing their competition down the page. In addition, location extensions encourage users to visit a business in person by making it easy to navigate there or call for more information.
Although there hasn’t been a formal announcement yet on the Inside AdWords blog, Google has noted on the Ad Extensions Help page that “not upgraded”, manually added location extensions will be phased out later this year. This means that any advertiser who would like to run location extensions will need to create a Google My Business account and link it to their AdWords account.
Implementing Upgraded Location Extensions
Luckily, Google has made it pretty easy for advertisers to link Google My Business with AdWords. Once you’ve created a Google My Business account, sign in to AdWords and click the “Ad Extensions” tab. Choose “View: Location Extensions” in the drop down in the upper left hand corner, then select “Upgraded” in the drop down next to “View: Location Extensions”. Click “+ Extension”, then you’ll be prompted to connect your Google My Business account with AdWords. Once you’ve done this, Google will display your Google My Business account under “Account extension” at the bottom of the page, along with the number of addresses that are synced.
Filtering Location Extensions by Campaign or Ad Group
If you have more than one business address listed in your Google My Business account and would like to assign specific addresses to particular campaigns or ad groups, you can set up filters in AdWords. For this next step, I suggest you have Google My Business (or Google Places for Business, if your account hasn’t been upgraded yet) open to your store addresses in one tab of your browser, and AdWords open in another.
In AdWords, click on the campaign or ad group in which you’d like to specify the address(es), then select the “Ad Extensions” tab. Choose “View: Location extensions” in the drop down in the upper left hand corner, then select “Upgraded” in the drop down next to that. Click “Campaign extension” or “Ad group extension”, then choose “+ Extension”. Under “New campaign location extension” or “New ad group location extension”, choose the campaign or ad group you want to filter addresses in. Under your My Business account name, click “+ Filter”, then choose “Business name” or “Business category” from the drop down menu, depending on how you’d like to filter. Fill in your business name or category with information that exactly matches the category you’ve chosen and the information listed in Google My Business. For example, if you’d like the address for the business name “Add3” to show up as a location extension, a Google My Business address listing with the name “Add3 LLC” associated with it won’t show up in AdWords if you just enter the criteria “Add3” in the box next to “Business name” in AdWords. Filter further by clicking “+ AND” or “+ OR”. Adding “+ AND” narrows your list of addresses and location extensions for that campaign or ad group, while choosing “+ OR” will expand your list and the extensions that may be displayed. Once you’ve configured location extensions, data will populate over time on the “Ad Extensions” tab under the “View: Location Extensions” drop down.