Many advertisers use location extensions to automatically show the most relevant addresses and business information in the ads they run on Google both on desktops and mobile devices. Since, location extensions with "directions" are beneficial to users and lead to more interactions with the ad.
Google today said that "over the next few weeks, you'll see performance metrics for "directions" alongside those for clicks and phone calls. We'll also begin to charge for "directions" clicks in the same manner as a click on your ads headline and/or phone number."
"If your campaign has a high number of "directions" clicks, this indicates that your customers are interacting with your ads to get directions to your business," Google said.
Check the Q&A below:
Where'll I see the performance metrics for "directions" clicks?
You can see number of directions clicks in the same place as your other click metrics (select Segment, thenClick type from your summary tables). You can review the performance of "direction" clicks to determine if theyre helping you meet your marketing goals.
How'll "direction" appear in ads on desktop and mobile devices?
For AdWords campaigns with location extensions enabled, a "direction" link will be eligible to appear in the ad and on sponsored map bubbles in Google Map on desktops.
On mobile search ads, a "Get directions in Google Maps?" pop-up will appear when the user clicks on the expandable map. Clicking on "OK" in the pop-up allows users to access directions and will be charged.
Where can I see past performance of "direction" clicks?
For a report, select Free clicks view within the Dimensions tab of your AdWords account. If you don't see Dimensions tab in your account, click arrow button next to the existing tabs above your performance table, and select Free clicks in the dropdown menu.
I don't want to pay for "direction" clicks. How can I opt out?
You can do this by removing location extensions associated with your campaign. However, location extensions provide valuable information to your customers about your local business, so we encourage you to carefully analyze your campaign performance before doing so.
For more information, please see the location extensions overview section of the Help Center.
[Source: Inside AdWords]