🔍 Local campaigns get Promoted Pins in Maps, new Display format

Nov 13, 2019

Good morning, search marketers, hello from SMX East!

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With the holiday push getting into full swing, Google is rolling out several updates for Local campaigns, including a general expansion of the campaign type beyond driving store visits. Advertisers can now use the automated campaign format to drive calls, directions and other local business actions. In addition, Local campaign inventory is expanding to catalog-style ad formats on the Display Network and Promoted Pins in Maps that allow users to click to add a location stop on their route.

In Shopping campaigns, there are new BOPIS offers for Local Inventory Ads in beta: "Pick up today" and "Pick up later." Advertisers can also optimize for store visits in both Shopping and Smart Shopping campaigns.

FYI, Google My Business has shut down its toll-free phone support lines. Instead, the next time you have a GMB problem, you'll need to fill out a form in the help center to request a support call.

There's a shuffling happening in local on the organic front, as well, with a recent algorithm update. Read on for a Pro Tip on this latest update.

Ginny Marvin
Editor-In-Chief

Pro Tip

Increase in spam expected after new local algorithm update

"The initial impact of the new local algorithm update was extreme as some dropped out of the Google Map's rankings entirely," explains Craig Mount of Classy Brain. "Over the course of the algorithm rollout, Google made adjustments. There are reports of ranks initially dropping, then having been restored (slightly) a few days later."

"With any increase in proximity as a rank signal, the question of Google My Business spam follows. Anticipate an increase in this form of spam, specifically lead generation listings. Businesses and SEO agencies will need to be more vigilant about fighting spam in affected areas and start reporting through Google's Business Redressal Complaint Form."

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Search Shorts

Spam scores, geotargeting and badging

GSC Geotargeting Setting. This setting does not prevent your site from being shown to searchers outside of those geo-targets, said John Mueller of Google.

Spam score. Google doesn't have a spam score, said Google's John Mueller.

Chrome badging. Chrome announced it may add badges to sites not just for speed but for other user experience failures.

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