Google is following up on the recent roll-out of its updated Google Maps app for Android and iOS devices with a new local ad view and click type.
The ads appear at the bottom of the screen. In addition to the standard title and ad text, the ads include the car icon link to get directions. The ad copy is preceded by a small “Ad” slug.
Users can tap or swipe upward on the ad to get more information, just like an unpaid local listing. When a users taps for more information on an ad, however, this results in the new click type Google is calling “Get location details”. Standard CPC rates apply.
From the “more information” view, users can take a number of actions. Here’s a breakdown of what constitutes paid versus free actions for advertisers in these new local ads:
- “Get location details” mentioned above
- Get directions
- Clicks on the ad headline
Note: Advertisers will be charged only for a maximum of two clicks per ad impression. Paid click reporting is available in AdWords by segmenting reports by Click Type
- Saving business information
- Sharing business information
- Starting navigation
Aggregated reports on free clicks can be found in AdWords under the Dimensions tab by selecting Free Clicks.
To run ads in the Google Maps app, you’ll need to set up location extensions in your AdWords campaigns (or set up an ad in AdWords Express) and set your campaign to show on mobile devices.