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AdWords Brings Business Addresses to Ads Google has launched "location extensions," an AdWords feature that lets clients "extend" campaigns by dynamically incorporating their business addresses. Users can create local ads with extensions from scratch, or add them to existing text ads, observes Search Engine Land. This makes it unnecessary to build separate ad units for local business ads. Learn more about location extensions at Google's dedicated overview section; a portion of its help center also covers setting up specific location extensions for individual ads. "Your ads can show with their relevant extensions on Google and Google Maps and as regular text ads without the extensions on partner sites in the Search and Content Networks," explained Google's AdWords blog. The feature will be unrolled across the AdWords user base over the next handful of weeks. To access it, click on "Settings" within a given AdWords campaign and select "Show relevant addresses with your ads" under Audience > Locations.

Also, you can now add your videos to your Local Business Listing on Google Maps. Your videos must be on YouTube before they can appear in your listing.

Each scenario will require a slightly different focus in PPC marketing. Like most real world businesses, you need to be well represented in Google universal and Google Maps (a.k.a. Google Local).Why? Because you must be where searchers are looking for you, and searchers are looking in both places. Therefore, you need to have ads on both platforms. For non-geotargeted ad groups that will appear on the universal results pages, create campaigns and ad groups using terms that include geo-qualifiers, like a ZIP code, neighborhood, town, metro area, or larger region. Then, while the ads will appear to everyone regardless of where they are, only those people specifically looking for a product or service in your area, and not one 500 miles away, are likely to click on your ad.