New Google Display Local Ads Look Like Organic Result

[Ryan Everson]

Has anyone taken advantage of the new display ad format that Google released last week?
http://www.wordstream.com/blog/ws/2017/03/14/display-location-extensions

It's an ad format that has an image at the top and then a familiar organic-like local business info with buttons to visit website, place a phone call, and get directions.

Below is one we're currently running, I'm curious to see how it performs compared to the standard display ad.

 

[Caleb Twito]

I like the new format. Consumers are getting smart and know exactly when they are clicking on an ad. This helps to hide the whole "advertisement" feel of it. Any updates on results?

 

[Ryan Everson]

I like the new format. Consumers are getting smart and know exactly when they are clicking on an ad. This helps to hide the whole "advertisement" feel of it. Any updates on results?

Agreed! Some of the ad sizes this ad format uses have much lower inventory available than the more standard sizes so that has restricted the number of impressions we can receive until more sites start to adopt these new ad sizes. We have been averaging a much higher than average CTR though, with 0.78% targeting Google's in-market auto shopper audiences.

 

[Alexander Lau]

Has anyone taken advantage of the new display ad format that Google released last week?
http://www.wordstream.com/blog/ws/2017/03/14/display-location-extensions

It's an ad format that has an image at the top and then a familiar organic-like local business info with buttons to visit website, place a phone call, and get directions.

Below is one we're currently running, I'm curious to see how it performs compared to the standard display ad.


View attachment 3233

Yeah pretty good stuff by them, the more ubiquitous and generalized the better. Both for Google and the advertiser.

 

[Alexander Lau]

Agreed! Some of the ad sizes this ad format uses have much lower inventory available than the more standard sizes so that has restricted the number of impressions we can receive until more sites start to adopt these new ad sizes. We have been averaging a much higher than average CTR though, with 0.78% targeting Google's in-market auto shopper audiences.

I wrote a case study on this many years ago.

GOAL: Determine (by using display ad performance data) which ad sizes perform the best and compare them against global, vertical benchmark data.



The top 3 banner sizes will give us access to 78% of all ad impressions.
Source: Google Display Business Trends - Publisher Edition @ http://www.google.com/doubleclick/pdfs/display-business-trends-publisher-edition.pdf

Source: Google Rich Media Gallery @ http://www.richmediagallery.com/tools/benchmarks