Automotive Digital Marketing ProCom

Professional Community for Car Dealers, Automotive Marketers and Sales Managers

Loading... Be Patient!

Google Local Listing Ads (LLA); Beta Advertising Solution Update

Mike Blumenthal has a nice update on Local Listing Ads (LLAs).

He points out that there’s an extensive help/FAQs area now, with questions such as:

* Why does Local Listing Ads offer a free trial? What’s the catch?
* Who qualifies for Local Listing Ads?
* What’s the difference between Local Listing Ads and Google AdWords?
* How much do Local Listing Ads cost?
* What are Local Listing Ads? Why should I use them?

From Google:

"Why does Local Listing Ads offer a free trial? What's the catch?
There really isn't any catch. We're confident that Local Listing Ads will be able to drive results that you'd like to see, and we want to let you try it risk free. So you'll pay nothing for the first 30 days, and we'll show your ad just as we would if it were paid for. You can see how your ad performs in the online report, and hear a voice announcement - 'this caller brought to you by Google' - whenever a call is driven by your ad (learn about call tracking).

You can cancel your ad by deleting it anytime during the first 30 days after it was created. There's no further obligation.

After your 30-day free trial ends, if your ad stays active, we'll charge you at the beginning of each month thereafter. Your first bill will be based on a pro-rated monthly fee depending on when your free trial ends. For example, if your free trial period ends on the 20th of September, you'll only be billed for the 10 days from September 21st through September 30th. You'll be billed this pro-rated amount within the first 7 days of the following month."
--End Quote--

Here are the benefits bullets of LLAs:

* Ads shown on Google.com and Google Maps
* A flat monthly fee based on your location and business category
* First 30 days free
* No bid or keyword management
* Free call-tracking, announcing each forwarded customer call (‘This caller brought to you by Google’)
* Full report on the number of calls, clicks to your ad, requests for driving directions, and clicks to your info window on Google Maps
* The option to cancel your ad at any time

Here’s a discussion (from the link above) of the differences between LLAs and AdWords:

Google Local Listing Ads are designed for small local businesses. It’s a low budget, low maintenance, flat monthly fee ad solution that fits the tight spending and busy schedule of local small advertisers. By claiming or creating your business listing for free on Google Maps through Google Local Business Center (learn more), you can promote your listing on Google.com and Google Maps by creating Local Listing Ads.

Unlike Google AdWords, Local Listing Ads require no management of ad creative, keywords, bidding or budget management. After you select a standard category that best describes your business, Google determines the cost that ensures the ad is seen by the highest number of people looking for businesses like yours in your location. You will be given the chance to confirm the monthly flat fee that is unlikely to change frequently or be notified of the change 30 days in advance via email and your LBC account message.

In addition to providing full performance report on Local Listing Ads-driven calls, clicks, and requests for driving directions, Local Listing Ads also offers free call tracking with a short announcement (‘this caller brought to you by Google’) before each forwarded call. That way, you know precisely when and how often the ad makes your phone ring.

Mike also offers some interesting dashboard shots from one of the LLA advertisers (an SF atty) he contacted.

All of this beefing up of help pages and FAQs is in anticipation of a broader rollout at some point in the next couple of months I’ll guess. It appears that you’re not going to be able to get access to LLAs if you’re not associated with a verified business in the LBC.

I think that as LLAs roll out we’re going to have an answer to the self-service question. Because if there’s any product that could attract self-serving SMBs it’s going to be this one — provided Google promotes and supports it of course.

This entry was posted on November 10, 2009 at 1:14 pm and is filed under Local Search, Small Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
One Response to “Google Local Listing Ads Update”

1. Devin Davis Says:
November 10, 2009 at 5:31 pm | Reply

We’re testing this service for a number of our clients in both of the regions where it’s being tested. Our numbers are telling us that this is, overall, a pretty good opportunity – with our verticalized approach – we’re seeing more success in one vertical (Self Storage) than in the other (Senior Housing) on a cost-comparison basis with adwords.

That being said – it’s an interesting opportunity – but it also doesn’t offer the ‘breadth’ of adwords with some actual space for verbage – it’s purely a location-based play.

SOURCE: Written by Greg Sterling and originally posted at: http://gesterling.wordpress.com/2009/11/10/local-listing-ads-update

**************************************************************************************
SECTION 2 SOURCE; MIKE BLUMENTHAL BLOG
**************************************************************************************
Google Maps LBC Local Listing Ads: Additional Details & Interface Review

The Help Pages for the Local Listing Ads have been “beefed up” and now total 32 pages of instruction with ad policy details, and payment timing and much, much more. Several of the help pages did answer previous questions and provide some nuggets of interest :

Will my monthly fee change?
Your flat monthly fee is unlikely to change. In the event that we need to change it, you’ll be given 30 days notice of this change both via email, and on the homepage of your Local Business Center account

What is call tracking? Is it optional?
In order to drive calls to your store and help you keep track of them, Google Local Listing Ads offers free call tracking to all Local Listing Ads advertisers. We will offer each ad listing a unique call tracking number that will forward calls to your listed business phone.

The number of calls you receive is listed in your online report. Additionally, each time a customer calls, you’ll hear a voice announcement – ‘this caller brought to you by Google’- before the call connects. That way, you get a better sense of what kind of customers are being driven to your business by your ad. This can help you make more informed decision about your advertising spend. For now, this call tracking feature is an integral part of Local Listing Ads. We’ll be listening to your feedback on how useful this feature is, and whether or not we should make it optional.

Will my ads show less often as more advertisers join?

Yes. This reflects the fact that as more advertisers sign up for the same business type in your location, on average each advertiser will get less user attention. That said, our team is working on ways to make sure the spread of user attention stays within reasonable range, we’ll update this topic to reflect these.

Brett Burlison, a San Francisco Personal Injury Attorney, agreed to share some screen shots of his Local Listing Ad interface.

In the main list view a third tab has been added that provides access to the Local Listing Ad details. (Click any of the images below to see them larger.) The interface is clean and very easy to use.

One you have chosen the tab you are brought to a summary page of the ad where you can see the ad statistics and have links to edit the ad or to view the billing history.

Note the low click thru rates…

It will be interesting to track these over time. I think initially at least, some of the low rates are due to low ad inventories and poor initial targeting. It has been noted that ads have been showing in the wrong categories. There may also be some user familiarization and trust issues.

The screen to edit the ad provides link to the Local Listing Ads Help Pages, attempts to sell you on the benefits of using your Places Page and shows the call tracking number that will be used. The interface dims out any custom categories that you have in your business listing and only allows you to select from existing categories. The verbiage on these is interesting noting that custom categories are “Not supported by ads at this time”, leaving the impression that they might be in the future.

The interface shows what the ad will look like on both the main and Maps pages.

If you attempt to change your basic information of your business listing you are given this warning. If you go ahead and make the change you need to recreate the ad.


Clearly the interface is simple, and the product functional and easy to deploy the question now is will it provide a return for those using it?
« Photo Experiment with the iPhone – the path to widespread mobile local adotion – Get a keyword stuffed Google Map listing with a virtual office thrown in for free! »

SECTION 2 SOURCE: http://blumenthals.com/blog/2009/11/10/google-maps-local-business-c...
*****************************************************************************************************************
SECTION 3; SOURCED FROM GOOGLE:
*****************************************************************************************************************

Who qualifies for Local Listing Ads?
We are currently in a limited Beta in San Diego and San Francisco while we refine and test Local Listing Ads.

For these two cities, Local Listing Ads is available for business owners who have verified their free listings in Google Local Business Center in a limited set of categories based on advertising policy, and other considerations.

What's the difference between Local Listing Ads and Google AdWords?
Google Local Listing Ads are designed for small local businesses. It's a low budget, low maintenance, flat monthly fee ad solution that fits the tight spending and busy schedule of local small advertisers. By claiming or creating your business listing for free on Google Maps through Google Local Business Center (learn more), you can promote your listing on Google.com and Google Maps by creating Local Listing Ads.

Unlike Google AdWords, Local Listing Ads require no management of ad creative, keywords, bidding or budget management. After you select a standard category that best describes your business, Google determines the cost that ensures the ad is seen by the highest number of people looking for businesses like yours in your location. You will be given the chance to confirm the monthly flat fee that is unlikely to change frequently or be notified of the change 30 days in advance via email and your LBC account message.

In addition to providing full performance report on Local Listing Ads-driven calls, clicks, and requests for driving directions, Local Listing Ads also offers free call tracking with a short announcement ('this caller brought to you by Google') before each forwarded call. That way, you know precisely when and how often the ad makes your phone ring.

How much do Local Listing Ads cost?
Payment for Local Listing Ads is a flat monthly fee. This fee varies by the location of your business, and the business category you choose. Google determines the cost that ensures your ad is seen by the highest number of people looking for businesses like yours in your location. You'll pay the same each month no matter how many times people click or view your ad, so it's OK to click and view your own ad, and you can tell your friends to do the same.

What are Local Listing Ads? Why should I use them?
Using your business information and the descriptive category that you choose, Local Listing Ads are targeted ads that display when users search for businesses like yours in your local area. They require no ongoing maintenance, and are the easiest way to advertise your business to local customers on Google.com and Google Maps.

Local Listing Ads provide you with:

* Ads shown on Google.com and Google Maps
* A flat monthly fee based on your location and business category
* First 30 days free
* No bid or keyword management
* Free call-tracking, announcing each forwarded customer call ('This caller brought to you by Google')
* Full report on the number of calls, clicks to your ad, requests for driving directions, and clicks to your info window on Google Maps
* The option to cancel your ad at any time

Shown below are how Local Listing Ads will appear on Google.com (main Search) and Google Maps to promote a business listing (e.g., Princeton Surf T-shirts):


Views: 52

Tags: Google, Google Advertising, Google Beta, LLA, Local Listing Ads, New Solution

Comment

Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing ProCom

Comment by Eric Miltsch on November 11, 2009 at 5:12pm
Nice update Ralph...
Comment by Gavin Leach on November 11, 2009 at 12:52pm
We have the same in the UK but it's totally free at the moment! How do we make sure our advert is always shown? How can we manipulate the system to get to the top!!??

ADMPC is a Network for Car Dealers, Automotive Marketing, Advertising and Management Pros sharing Digital Strategies and Execution Tactics.

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge

Loading…

Based On Your Interests...

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

 

Google Automotive Network Targeted Placement Ads

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......


Instagram

© 2014   Created by Ralph Paglia.

ADM Badges  |  Report an Issue  |  Terms of Service