For manufacturers selling in retail chains, Google launches affiliate location ad extensions

Original manufacturers that sell their goods in retail chains can now begin promoting those locations to nearby consumers within their own AdWords ads. Google announced the launch of affiliate location extensions in AdWords on Thursday, giving manufacturers a new way to support their offline retail distribution efforts on Google.

With “near me” searches continuing to increase on mobile, the new extension offers an in-ad where-to-buy option for manufacturers that may or may not sell directly to consumers on their own websites or at retail locations.

Like regular location extensions, the affiliate location extensions will show the nearest locations where the product is carried as an address, or on a map if there are multiple retailers nearby. However, unlike standard location extensions, affiliate location extensions do not require linking to a Google My Business account. Advertisers select the chain retailers where their products are sold from a list in the extension setup.

Affiliate location extensions are rolling out in the US, but at least one UK user began seeing the option in accounts earlier this week.

Additionally, Google says that using this extension may also enable some manufacturers to be eligible for store visits data in AdWords to help show how the ads drive in-store foot traffic. As with all store visits data, eligibility is based on volume. Ads have to drive enough clicks and in-store visits to meet statistical confidence levels.

US advertisers will begin to see affiliate location extensions in their accounts over the next couple of weeks.

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About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.