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You are here: Home / Google / Google Launches New Local Ads-Pack for Local Businesses, Above 3-Pack

Google Launches New Local Ads-Pack for Local Businesses, Above 3-Pack

June 23, 2016 at 7:08 pm PST By Jennifer Slegg

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google local ads packAt SMX earlier local this week, Google shared that they would begin showing ads within the local 3-pack. And it seems Google has now gone live.

google local ads 2

While it was believed the ads would display within the 3-pack, the ads – at least as Google is currently running them – are not within the 3-pack. Instead they are displaying above the regular 3-pack. However, the ads are in the identical format to the regular 3-packs, so there could be some confusion over whether they are organic or not.

google local ads 11

These ads do add a note at the top that they are ads.  It has the green “Ads” tag with “Nearby businesses” next to it. But especially when there are multiple listings, it might not be as immediately obvious that all are ads.

google local ads 10

 

The “Ads” is also in green, which matches the new green “Ads” tag that Google switched to last week for AdWords.

google local ads 9

Another interesting thing worth noting is that now only the ads version of pack listings show the option to have the directions. The organic 3-packs do not have a link.

Another difference between the ads-pack and the local 3-pack is that clicking on a business in the ads-pack will lead a searcher to the website.  But clicking on a 3-pack listing will still just bring up the Google business page for the business, as Google has done for all 3-packs.

This could impact the CTR of those in the 3-pack and the regular organic listings After all, it is far easier for someone to click on the website link from the ads than to scroll past the ads-pack, the 3-pack and then get to the regular organic search results.

They also add various notations that we have seen in local 3-packs such as neighborhood, distance, closing time.

google local ads 7

For some examples, when there are hours listed, Google seems to only show ads for businesses that are still open. But for others, with no open hours listed, they seem to be displayed even during non-business hours. This does make sense since some people are searching for future reference, and not necessarily planning to phone or visit the business at the same time as the search.

It also means that regular organic results are pushed down significantly further on the page.

This seems to be available internationally but it seems to be testing only on mobile at this time.

Here are some additional screenshots:

google local ads 9 google local ads 6 google local ads 5 google local ads 3 google local ads 2

@JoyanneHawkins @DarrenShaw_ @philrozek note this nearby businesses ad layout, no "ads" designation on each ad. pic.twitter.com/qrB5XHHY1q

— Mike Blumenthal (@mblumenthal) June 23, 2016

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.
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Latest posts by Jennifer Slegg (see all)

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Filed Under: Google, Local, Mobile, SEO

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