• About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
  • About Us
    • New York
  • Work
  • Capabilities
  • Careers
  • Technology
  • Blog
  • Contact Us
September 20, 2016

Google Local Pack Combines Organic & Paid Listings

Posted by John Greer

Google is adding another new ad placement into search results, this time for local businesses. Local ads are not entirely new, Google Maps have had ads for a long time. Below is an example of the current map ads:

google maps ad

What’s Changed

In addition to the map, Google is now looking to include local ads in the standard search results within the local business listings section (the “local snack pack”). The local snack pack typically contains 3 local businesses that Google has determined are the most relevant for the search, the user’s history, and his/her location. These new ads appear above the map and organic listings, though industry watchers have tweeted versions of the ads right above the 3 organic listings. Google officially announced the plan at SMX.

google-local-ads-11

Strategies to Consider

  • Combined Approach. For businesses with a local footprint such as retailer stores or hotels, this means thinking about a combined strategy for local. Working to build organic rankings makes sense anywhere you have a store, while paid placements can either supplement organic listings or create a presence when organic rankings are lacking.
    It’s likely that a site appearing in both the organic and paid spots in a local pack would benefit from the same effect text links do. When seen together, data has shown click-through rates become greater than the sum of their parts due to brand exposure. That said – it’s always best to test and see what works for your brand.
  • Proper Location Data. Undoubtedly, local businesses that continue to have accurate and thorough structured data around their business locations will be the beneficiaries here. Proper local data is central to organic listings – it’s necessary for keeping Google My Business current and comprehensive, as well as having optimized local pages on your site. The same data is key when implementing paid local ads in the proper places.
  • New Data Needs. Additionally, having a handle on your customer data, in-store metrics, Google My Business insights, and site analytics will continue to grow in importance. Building the business case for changing local marketing efforts starts with understanding the landscape.
google my businesslocal adslocal packlocal search
Previous
Next

Latest White Papers

  • Shifting Plans for 2020 & Beyond
  • Game On: How Brands Can Log Into A Diverse Multi-Billion Dollar Industry
  • What CCPA Means For Brands
  • How Google is Improving Consumer Data Privacy
  • Ways to Prepare for the Cookieless Future
  • See all White Papers

Featured Posts

  • Ad Age Names PMG #1 Best Place to Work in 2021
  • MediaPost Names PMG Independent Agency of the Year
  • PMG Client Portfolio Trends During Amazon Prime Day 2020
  • A Closer Look at the Congressional Big Tech Market Power Report
  • What to Know About Reddit

Categories

  • Consumer Insights
  • Content
  • Creative Design
  • Data Analytics
  • Development
  • Digital TV & Video
  • Ecommerce
  • Industry News
  • Local
  • Mobile
  • Paid Search
  • PMG Culture
  • Programmatic & Display
  • SEO
  • Social Media
  • Structured Data
Fort Worth

2845 West 7th Street
Fort Worth, TX 76107

Dallas

3102 Oak Lawn Avenue
Suite 650
Dallas, TX 75219

Austin

823 Congress Avenue
Suite 800
Austin, TX 78701

London

33 Broadwick Street
London
W1F 0DQ

New York

120 East 23rd Street
New York, NY 10010

Get in touch

(817) 420 9970
info@pmg.com

Subscribe to the PMG Newsletter
© 2021 PMG Worldwide, LLC, All Rights Reserved
  • Contact
  • Privacy Policy
 Tweet
 Share
 Tweet
 Share
 Tweet
 Share
 LinkedIn
We and our partners use cookies to personalize content, analyze traffic, and deliver ads. By using our website, you agree to the use of cookies as described in our Cookie Policy.