Google Tests Including Video In Local Search Ads

Google has started testing including video ads within its local search results, as shared by Anthony Higman on LinkedIn recently. 

Higman reported seeing new “immersive map view videos” popping up with PPC ads appearing in local packs, the group of local results appearing with a map when searching for businesses near a specific location. 

The test may signal that the search engine is looking to make its local results more rich, with multimedia options beyond the collection of images brands can upload to their Google Business Profiles. 

What To Know

Since the test is very early, there are quite a few questions about how the feature works. 

Experts believe the feature may be tied to settings within the Google Ads’ Location Manager. Specifically, it may be enabled through a setting in the shared library that seems to be opted-in by default. 

It is also unclear how much freedom advertisers may have with these videos. The current iteration just shows a 360 degree aerial view of the company’s building and it is unknown if Google is considering allowing other types of videos to be included in the local pack. It is also unclear if the video is generated using Google Maps data or if it was rendered by the company associated with the listing.

At the same time, this is a significant shift towards opening the local results to more rich multimedia experiences that could potentially showcase products, locations, and services important to your business. 

Additionally, this feature could potentially give a big opportunity to brands looking for a way to stand out to local consumers with eye-catching media. 

The test is just starting to appear and it could be some time before it becomes widely available, but this is absolutely something to keep an eye on if you are looking for a competitive edge that will help drive more conversions through local ads on Google.