Delivered via websites and apps across the Google Display Network, advertisers will be able to tick a 'location extension for display' box to employ the new set-up in their promos on Android and iPhone.
Consumers, in turn, will then see a double arrow in the top right hand corner of such ads, a quick click enabling them to get directions to the nearest outlet of the business in question or give them a call.
Calling in the cash
"Many mobile consumers use maps to locate a business and get directions on their phones," says Dai Pham of Google Mobile Ads marketing team on the firm's blog.
"Since ads can be served based on the user's location, a potential customer will see the phone number and map of the store location thats nearest to them.
"By providing mobile consumers more options to connect with your business you can drive more traffic to your store, visits to your website or calls to your business."
No reservations
As Google attests, it could be an especially handy set-up for both retail and restaurants, with customers responding to ads by calling to reserve a table, or visiting a shop and picking up a product directly thanks to the directions on offer.
Google claims geo-location enabled ads enjoy an average 8 percent increase in click-through rates over standard ads, with click-to-call ads seeing a similar boost of around 6 percent.
Indeed, geo-targeting in general is on the rise. The latest figures from Millennial Media released suggest that 56 percent of all targeted ads on smartphones focus on geo-location.
What's more, Google has confirmed it will only charge advertisers when a user clicks to call the business or clicks to visit their website. There's no charge when users click to expand the map or gets directions.
[source: Google]
