Google announced last week that advertisers using location extensions will see performance metrics for directions alongside those for clicks and phone calls. Sounds pretty good, right? Well, Google will also begin to charge for clicks on those directions in the same way as clicks on an ad headline or phone number.
Location extensions provide advertisers the ability to show their business address and other information in Adwords advertisements. Google released a report in January 2011 to help advertisers keep tabs on the “interactions” that occurred as a result of location extensions and enabled location extension ads on maps back in February, 2011. Google is moving in a very clear direction and is looking to further monetize the interaction taken by their users.
So how will the directions appear? According to Google:
“For AdWords campaigns with location extensions enabled, a “Directions” link will be eligible to appear in your ads and sponsored Google Maps info windows on desktops. On mobile search ads, a “Get directions using Google Maps?” pop-up will appear when the user clicks on the expandable map. Clicking on “OK” in the pop-up allows users to get directions to your business.”
If you’re not interested in paying for clicks on directions, you will need to remove the location extension associated with the campaign.