Location-based advertising is so “in” right now. To stay on top of the game, Google has released a new geo-sensitive ad product designed for local businesses called Google Boost. Initially released in its Beta form in San Francisco, Houston, and Chicago, Google has now released Boost nationwide. As with everything Google does, Boost is garnering some attention. But how exactly is Boost different from a Google Places listing or AdWords? Basically Google Boost is a marriage of the two, without the necessity to manage an intricate Adwords account. Boost allows you to create a key-word based campaign similar to those in AdWords that runs in tandem with Google Maps, much like a Google Places listing. The ads themselves are a true melding of the two, with text that looks like a Google Ad but additional information native to Places listings. The Boost ads hold both basic information about the business, including the business name, address, phone number, and link, as well as a brief blurb about the business, star ratings, and number of reviews received. These Boost ads are set apart from Google Places listings by the blue marker (as opposed to orange), that appears both next to the ad itself as well as on the business’s location on the map. For example, if you’re the proud owner of a new wine bar and restaurant in San Francisco with a Boost account, your ad may appear when someone searches for “San Francisco wine bar.” Here’s what the search result might look like: If you already have a Google Places listing, you can create a Boost campaign from within that account. After the initial set-up, including setting a budget and listing relevant keywords, Google Boost is designed to run hands-free ad infinitum. Kind of an out-of-sight, out-of-mind product. This self-managed ad campaign produces ads that appear in the “sponsored links” section of Google web searches, Google Maps, and even some mobile devices. And as with Google AdWords, you only pay for the clicks your ad receives and not by impressions. For those advertisers familiar with Adwords, Boost is virtually a simplified and automated version of an ad campaign running with location extensions. The impact that Boost is having on the overall paid search landscape is increasing the competition both in local search as well as paid search on Google. Boost makes it easy to get into the paid search space. Google Boost is a neat new way to highlight local businesses with little work on the creator’s part. To learn more about this feature, head to Google’s blog and read more. http://google-latlong.blogspot.com/2010/10/advertise-your-local-business-with.html *Since this blog post was written, Google has rebranded Google Boost as Adwords Express. For more information on AdWords Express, visit the Google website: http://www.google.com/awexpress/
Posted in Digital Tactics
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