Redesigned Local Ad Formats for Google Maps for Mobile on Android Launches, Increases Click-through-rates by 100%

Google begin rolling out the redesigned local ad formats for Google Maps for Mobile on Android phones, enabling advertisers to better connect with potential customers via mobile search. Google says that the initial tests, of the redesigned formats increased click-through-rates by 100%. The updated formats feature several key improvements including:"Important calls to action like "get […]

Google begin rolling out the redesigned local ad formats for Google Maps for Mobile on Android phones, enabling advertisers to better connect with potential customers via mobile search.

Google says that the initial tests, of the redesigned formats increased click-through-rates by 100%. The updated formats feature several key improvements including:

  • "Important calls to action like "get directions" and "click to call" are now more prominent in the ad and clickable in more places.
  • A new hyperlocal marker shows the user how close they are to an advertiser's business location.
  • Clicking on the ad now takes the user to an advertiser's website from within the app, making it simple to browse the site without losing context or access to maps app navigation," informs Google.

Here are the screenshots of the Old vs. Newly redesigned local ads in Google Maps for Mobile:

Current view of local ads in Google Maps for Mobile

newly redesigned local ads in Google Maps for Mobile

To take advantage of these new local search ads on Google Maps for Mobile, make sure you've done the following:

  • "Target the relevant campaigns to mobile devices
  • Enable ads to show to search partners
  • Finally, have location extensions enabled within AdWords to take advantage of all these new features - so be sure to enable them if you haven't already!," explains Google.

Ads in Google Maps for Mobile are one of many ways advertisers are delivering relevant local answers to people's questions on mobile. A recent T-Mobile campaign shows how search ads, combined with location extensions, enabled them to reach users close to their store locations across mobile search and maps. "T-Mobile's approach of using mobile location extensions drove over 160,000 click-throughs and a click-through-rate of 13%," Google said.

Below are the screenshot of T-Mobile's mobile search ads on Google.com and Google Maps for Mobile contain locally relevant information like a user's distance from their closest location, and the ability to call and get directions to their closest store:

To read more, download the full t-Mobile case study (pdf).

T-Mobile search ads on Google.com and Google maps for mobileGoogle has also created a infographic exploring Father's Day digital trends. Take a look at what we found below:

Inforgraphic: Father's Day Digital Trends