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New Google AdWords Extension for Mapped Local Product Results

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Google is testing a new type of local result, but this time they are styled as local shopping ads, showing on a map where a product can be bought.

Moz was the first to spot the change with a query for “gas grills”.

local shopping packIt seems to only be a test at this time, as many people tried to replicate it but couldn’t.

They are definitely AdWords ads, and through a beta AdWords ad extension, as they have the yellow “Ads” tag with “Stores for gas grills near you.”  It shows 3 large retailers in the results – Lowe’s, hhgregg and Walmart, leading to speculation Google is working with a small number of large brand advertisers on this new ad extension.  Because these don’t list specific products, but rather generic products, they are not technically shopping ads.

It definitely opens up an interesting ad opportunity for AdWords advertisers who want to highlight the fact they sell specific products, complete with a map showing how close they are located to the searcher.  This would work especially well for products people want to buy in person fairly quickly, as opposed to products where people might shop around online before ordering it to be shipped.

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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Comments

  1. Hi Jen,

    this is important and will only expand in reach and granularity.

    When running a Shopping campaign and a Merchant Center data feed, there’s a setting on your campaign called Channels, where you can set online or “Local”.

    ==========================================================================
    “Local”: Select this box if you want your campaign to show products sold in local stores. Local products are sold in physical shops and submitted to Google Merchant Center using the Local Products feed. Google may verify accuracy of in-store inventory before showing local products.
    ===========================================================================

    We’re going to see more of this, and I’ve been watching the systems integration possibilities going on for several years between AdWords ads, mobiles, Android, Google Wallet, and offer extensions.

    I shared my thinking with Ken McCarthy (System Seminar) and he posted it on his blog at

    http://kenmccarthy.com/blog/mobile-google-gets-it

    We ain’t seen NUTHIN’ yet 🙂

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