In other posts we have talked about what Google Ads (before Google AdWords) are and what they consist of. On this occasion, we are going to focus on one of them: location extensions.
What are location extensions?
Location extensions allow us to add information about our business to our Google Ads ads. Thanks to them, we make it easier for customers to find our establishment since they include its address. You can also see the schedule.
By clicking on the address that appears in the ad, Google Maps will open, showing the user how to get to the store or office.
And what happens if I have several establishments? It is not a problem. You can enter all their addresses and, depending on the user’s distance, one or the other will be shown in the advertisement according to proximity.
How are they configured?
Before we start creating our location extensions, we need to make sure our business has a Google My Business listing and is verified. If you still do not have it, in this post we will explain it to you.
Once we have verification, we must link our Google My Business account with the Google Ads advertising account.
- We must enter the menu on the left, in the “Ads and extensions” section, and select extensions. Click on the blue button with a “+” and click on “Location extensions”.
- A screen will open where we would have to select the Google My Business account from which we want to take the locations or else we must first link both accounts. In this post you can see
As we mentioned before, we can use several locations in the same Google Ads account. For example, if we have several stores, but we sell different brands, we can assign the locations to a campaign that advertises a specific brand for the user who is searching for that brand.
Where are they displayed?
Location Extensions appear in different formats in Search Network and Display Network campaigns on desktop, mobile, and tablet.
- Google Search Network: Standard Text Ads.
- Google Display Network: Websites and in apps on the Display Network.
- YouTube video ads: TrueView in-stream ads and bumper ads.
For the Display Network and YouTube ads, location extensions show when users are near or have shown an interest in your business.
Changes to location extensions in the new Google Ads platform
With the arrival of the new Google Ads interface, it will no longer be possible to manually enter business location data after December 1, 2018. Until 2014, location extension data could be manually entered from the Shared Library .
Therefore, you should check if you are using extensions with manually entered placements in your ads, as these will stop showing, thus affecting performance.
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