Ask MatchCraft: How Do AdWords Location Extensions Work?

November 27, 2017 · Ask Matchcraft

Q: Is it true that Google is migrating location extensions to Google My Business, and is automatically creating Google My Business accounts? Why are they doing this and what do I need to know?

We’re assuming you’re thinking about the fairly recent Google change, where they sunset the ability to create manual location extensions from AdWords feeds.

Here’s two bits of good news: You can still use location extensions via Google My Business. And, MatchCraft was made aware of the planned sunset well in advance, allowing us time to create a workaround solution in AdVantage.

Now, here’s the challenge. Google’s new solution appears to have tighter requirements around locations. You may experience an increase in disapprovals.

Read on to get caught up on what’s happening.

What are location extensions?

First, let’s revisit the basics. Location extensions help people find your business. To achieve this, these extensions tack on your address and a map your AdWords ad, guiding customers straight to your door.

If prospective customers wish to know more, they can just click their way to the details—which may include a phone number. You can add location extensions or remove them at any time.

The big goal: drive people to your business! Make it hit-over-the-head easy for them to find you.

Pretend you’re out and about and you’re just dying for a donut. When you search for “donuts near me” on your mobile device, you’ll probably find donut shops leveraging the location extensions feature.

They’ll hold your hand and guide you to that donut by showing you the distance to get there, the address, phone number and more.

What’s this have to do with Google My Business?

Google My Business (GMB) is all about helping local brick and mortar establishments get more foot traffic through the door.

So, it’s makes sense that location extensions are now more integrated with GMB. Previously, users could launch location extensions from two places: GMB (linked to your AdWords) or manual extensions created within AdWords.

In June, Google put an end to manual location extensions. This means all users must rely on their GMB account to create location extensions and then link them to AdWords. Users who had previously gone the manual route were given a heads up so they could migrate them before this sunset occurred, giving them time to test the new set up and avoid business impact.

Location extensions and disapprovals

Location extensions must follow AdWords policies, though they are now completely managed within your GMB account.

It’s against the AdWords rules to promote a location without the owner’s explicit consent.

When a location extension goes against the AdWords’ policies, you may get disapprovals, such as “Misleading content” (is your ad accurate? Is it descriptive of the actual business?), “Unclear relevance” (are you speaking to your product? Are you advertising the right locations?) or “Trademarks” (use proper trademarks or your ads may get removed).

Other reasons you may experience a disapproval:

  • Missing address components
  • Spelling errors
  • Address cannot be plotted on a map

The worst side of disapprovals: location extensions will get wiped from your ad.

MatchCraft to the rescue

Don’t fret: We’ve made it easy to create location extensions that fall in line with Google’s rules. We’ve added new features to AdVantage to smooth the process of creating location extensions that work.

  • Validate Location Extension Tool: Test your address for validity and receive immediate feedback from Google.
  • Optional “Latitude Longitude” Feature: Google can’t plot your address on a map? No problem. Help make it easy for Google by specifying the exact geo-coordinates for them.
  • Updated Reporting: We’ve updated the Campaign Site Link, Address and Phone Extension Report to include new fields like Business Name and Latitude Longitude.

Our goal: to make it easy peasy to manage AdWords. ‘Nuff said, if you have any questions, we’re here to help.