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Much Benefit From Location Extensions?

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# 1
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I recently came to find out that Google has implemented a change that if they display your location extension in an ad you can no longer use call tracking because they are now displaying the matching phone number from the linked Google My Business Places listing to ensure the citations are consistent.

 

I'm not sure about other advertisers but being able to accurately track all conversions, including call conversions is much more important to me than displaying my business address in my ad so I am considering removing the location extensions.

 

Is there a significant downside to not using the location extensions, especially for a business that you need to make an appointment anyway and not typically searched for on Google Maps?  Is there a negative effect on Local Pack rankings?

 

1 Expert replyverified_user

Re: Much Benefit From Location Extensions?

[ Edited ]
Top Contributor
# 2
Top Contributor

there are call-extensions, local-search-ads, and location-extensions.

 

call-extensions are designed to help increase call-traffic for a business --
the newer local-search-ads are designed to increase foot-traffic into a store
and may include phone and store-hour information via google-my-business.

 

local-search-ads, location-extensions, and experimental extensions related to
google's mobile-first-world-initiative require google-my-business integration --
call-extensions do not and offer additional toll-free-number tracking.

 

as to tracking -- the noted change may effect ads that
are using both call-extensions and location-extensions.

 

google seems well aware of the need for conversion-tracking with respect to
location-specific phone-numbers and related issues surrounding advertisers
who are restricted by the lack of toll-free-numbers and the noted change.

 

until those issues are formally addressed, the best likely course
is to either use only call-extensions or submit the opt-out form --
https://services.google.com/fb/forms/local_phone_optout/
note that google explicitly states that this may
reduce ad-impressions and overall call-volume.

 

before making any change or submitting the opt-out-form,

contacting a support-specialist at google is likely best --

so they can look directly into the specific account and

offer guidance related to that specific change.

 

see also
https://support.google.com/adwords/answer/2404182

https://support.google.com/adwords/answer/3246303
https://support.google.com/adwords/answer/2375499