Have you noticed changes in the sponsored listings that appear on Google as local three-pack listings, Google Maps or your local Adwords optimization lately? You can count on Google to update their ad policies just as often as their search algorithms.
This week, Google has added paid listings from Adwords to local search results, dropped Maps from their list of "search partners", and continued to ramp up their suspensions and penalties for dealership local listings that abuse their guidelines.
Here's how to make sense of the changes:
Ads from Google Adwords are now appearing on local listings
Google recently rolled out their first local listing ad (from Adwords), which displays directly above the three-pack local listings.
The ads are limited so far, but are already being used by several major brands, offering the same information that organic local results provide – distance to the business, phone number, address and hours. Viewers also have the option to visit the official website or get directions to the location.
Ever since Google dropped the seven-pack for the three-pack when they updated the local listing format earlier this year, competition has been hot. The rules are changing as car dealers can now elect to bypass the free-for-all of local optimization and pay to display their listing.
Promoted posts also don't appear as pins on the map, perhaps to counterbalance the ads' paid presence with the organic reach.
Maps are no longer a search partner
Google also announced that Maps has gone "core" in AdWords... This means Google Maps is no longer a Google search partner. According to Google, search partners are "sites in the Search Network that partner with Google to show ads."
"Search partners extend the reach of Search ads to hundreds of non-Google websites, as well as YouTube and other Google sites. On our search partners, your ads can appear on search results pages, on site directory pages, or on other pages related to a person's search." – Google
If you're an automotive marketer who has previously opted out of Google's search partners, but still use location extensions, expect to see your ad impressions, and your spending, increase for local-oriented searches.
It is important to note that only advertisements that use location extensions in Google Adwords will be allowed to appear in the Google Maps listings... Since Maps is now considered to be an Adwords core placement, it seems unlikely that advertisers will be able to opt out.
Google suspends bad local listings
Many automotive marketers have been noticing increasing penalties or suspensions for their dealer's local listing behavior. Google has never been shy about penalizing websites for violating their guidelines. The same goes for their local listings.
It might be time to spring clean your dealership's local automotive marketing strategies with these updated tips for avoiding the wrath of Google's harsh penalties:
Keep your listings honest
- This includes not overusing keywords in your business name. We are now using "ADM Consulting, LLC" instead of "ADM Consulting – Las Vegas Automotive Marketing Experts."
- If, for any reason, your dealership has more than one Google Maps listing, you now run the risk of suspension.
- Don't use destination URL's that simply forward and then resolve to a different domain.
Brick and mortar only
- Only list the dealership address's where customers actually do business. If you have related automotive service-area businesses (like Towing, Mobile Oil Changes or Repair services), do not list your official address. It is of no value to people searching for you.
- Do not list virtual offices, mailboxes, PO Boxes, temporary locations or anything without an actual storefront.
