Google’s hybrid of knowledge panel and product listing ads have become familiar in the Google search results since we first spotted them last year. Last October they started showing them to mobile users as well. Now they have added another new component – local.
When you search for a product that triggers these larger product listing ads with the full details of a knowledge panel, when it shows a local business, it will also add information about how close the location is.
Here is an example:
It is not clear how Google is pulling the location data, as Best Buy was the only store to show location, despite having two of the other locations nearby.
Google also shows an “in stock” notation instead of the distance to the nearest location on some searches.
Since it appears on mobile only, not desktop, this could be an important advertising method for local businesses looking to attract those who want to buy something right now, rather than waiting a few days to have it shipped from an online purchase.
This seems to be testing, as the same searches on a reload won’t show the added local store information.
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