Google is bringing information about local advertisers a a brand new display ad format on the Google Display Network.  This location extensions ads rolled out on Tuesday in AdWords.

Ads can include photos, business hours and store locations.  The GIF below shows an example of this.  As an example, the ad for a local baker could show to a user who is reading a cooking blog.

Location extension data can now show on the Google Display Network

According to Google, during the testing period, 60 percent of clicks on the extension info were to get directions or more information about a store location.

Advertisers are able to create these ads on their own.  But something to keep mind of is that responsive and 300×250 image ads specifically might be dynamically converted to the new location extension format unless advertisers opt out.

The format is available from t he ad gallery in AdWords under general purpose ads.  This is where advertisers are able to upload up to three images, a logo and an ad headline and description.

To set up new display campaigns with location extensions:

  • Check “Extend my ads with location information.”
  • To show location extension ads only to people who are physically located around your stores — not people who are interested in your local area — click Location options (advanced) and select “People in my target location.”

When you want to add the location extensions, you can find options that will filter locations that match a business name and/or a category and/or a label or to pick specific locations when setting up location extensions in display campaigns.

If you do choose to opt out of location extensions in display campaigns or ad groups, with Location extensions selected on the Extensions tab:

  • Click + Extension.
  • Select “Select campaigns” (or “Select ad groups”).
  • Select one or more campaigns (or ad groups) — the ones you’d like to turn off location extensions for.
  • Select “Use campaign location extension,” then select “Disable location extensions.”

Source –