Google is preparing to relaunch efforts to capitalize on the roughly $20 billion local advertising market as soon as next month, according to a report in Monday’s Wall Street Journal. The move comes as 20% of all Google searches and 40% of searches using mobile phones are being conducted specifically for local information.
Google+ Local Launches
Last week, Google kicked off initial changes to its approach by transitioning the roughly 80 million business pages on its longtime local search platform Google Places to Google+ Local, effectively merging its local business listings into its new Google+ social network.
Google also took the opportunity to integrate Zagat, which it acquired last year, into the company’s local business pages. Google+ Local will combine user generated reviews with Zagat reviews and ratings, allowing users to see what people in their neighborhood are saying about local businesses as well as the traditional zero through 30 “poor to perfect” scores from Zagat.
The WSJ reported that Google hopes that consumers will use Google+ Local to interact with local businesses and that businesses will promote offers and other incentives on their pages. Google then wants consumers to visit local businesses and use their smartphones like a digital wallet, earning loyalty points and making payments to the store via Google-owned services.
Plans to Leverage Acquisitions…
Google has bought more than half a dozen companies since early 2011 at a cost of roughly half a billion dollars in support of its local advertising presence. The WSJ notes that Google hopes to weave its acquisitions together with current products. Highlights include TalkBin, a new offering which lets customers send anonymous text messages to store managers with complaints or compliments and Punchd, a new smartphone-based loyalty-rewards program.
…And Build Up Organic Offerings
Google also plans to promote AdWords Express, a year-old program that gives businesses a streamlined way to setup an ad campaign on Google’s search engine. Google has also devoted a group of employees to focus on developing smartphone apps related to local businesses and dedicated millions to a national campaign called “Get Your Business Online,” which includes multiday workshops during which Google helps local businesses setup their website and launch a business listing.
As Google’s efforts indicate, the innovation and competition in the local space continues unabated. The opportunities to build local advertising offerings that cater to consumers and help local businesses get found appear endless. This is a very exciting time for all of us.
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