Search giant Google have recently announced a new way to run your local ads using Google AdWords – Location Extension Feature. Location extension will allow Google AdWords user to “extend” their local campaigns by dynamically attaching their business address to their ads.

Now business owner running their AdWords account can set up extensions by linking their Google AdWords campaign to their Local Business Center (LBC) account. There is a facility to add manual address directly into your AdWords account if you are not a business owner and want to use location extension.

Once Google AdWords location extension has been set up, Google will dynamically match a business’s location to a user’s location or with the search term and accordingly shows the address with predefined text ads. In case if Google cannot recognize the searcher’s address, they will show text ads without address. If advertiser don’t want to show dynamic address for whole ads campaign and want to set specific address in one specific ads, they can do so by setting up specific location extensions for individual ads.

Local business ads are no longer be a separate ads format due to introduction of location extension. Now AdWords advertiser can simply create local ads by linking their text ads with location extension. This is very basic and important steps which will reduce advertiser’s headache to handle local ads separately, but I am afraid due to scam happening with Google local listing, some people are claiming their business under the name of other reputed companies. I am sure Google is working on this and we will get better solution in near future.

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