With almost 2 months left in the year, 2016 has produced more online sales than 2014, which was a record-breaking year for online sellings. But even with ever developing sales, retailers know that for many products & services, nothing will replace the brick & mortar experience.
As we are living in an increasingly connected world, we increasingly turn to Google to seek what we are looking for nearby. Local advertisers have been using location extensions for years to element the address of their locally owned businesses to nearby users. Google quietly unveiled affiliate location extensions, which let advertisers to element addresses of other nearby national chains that stock their creation.
Let’s take a look at how the new affiliate location extensions work.
AdWords Affiliate Location Extensions?
While many love their location extensions, there is no denying that for small businesses, they’ve limited traction. Affiliate location extensions have the potential to be exactly thousands of times more impactful for brands who retail through large national chains. This new ability to supply online searchers with that kind of local experience on the SERP has serious potential to translate to large sales.
How to Set Up Affiliate Location Extensions?
Affiliate location extensions can be set up & shown in nearly all accounts. From the advertisement extensions tab, advertisers can make affiliate location extensions at either the advertisement group, campaigns, or account level. Making a new affiliate location extension opens the following prompt:
Advertisers can choose from a large list of national retailers that may sell their creations. Unlike setting up a location extension, advertisers don’t need to link a Google My Business account to make an affiliate location extension.
A complete list of the 82+ chains eligible for advertisers to use in making an affiliate location extension include: Advance Auto Parts, 7- Eleven, Albertsons, AMPM, BabiesRus, AT&T, AutoZone, Bashas’, Bed, Bath & Beyond, Belk, Best Buy, Big 5 Sporting Goods, Circle K, BJ’s, Bloomingdale’s, Boost Mobile, Dollar General, Casey’s General Store, Costco, Cub Foods, Fred Meyer, CVS, Dick’s Sporting Goods, Dollar Tree, Duane Reade, Farm Fresh, Food City, Footlocker, Giant Eagle, Golfsmith, Grocery Outlet, H-E-B, MetroPCS, Harris Teeter, Fry’s, Home Depot, HORNBACHER’S, Ingles, JCPenney, Saks Fifth Ave, Kinney Drugs, Kmart, Kohl’s Kroger, Lord & Taylor, Lowe’s, Macy’s Marshalls, Meijer, Napa Auto Parts, Neiman Marcus, Sam’s Club, Nordstorm, O’Reilly Auto Parts, Pep Boys, Petco, Petsmart, Target, Publix, Rite Aid, Safeway, Save-a-lot, Sears, Sephora, SHOP ‘N SAVE, SHOPPERS, Speedway, TJMaxx, The Medicine Shoppe, Sprint, Stage Stores, Staples, T-Mobile, TOPs Markets, ToysRUS, Trader Joe’s, Verizon, Ulta Beauty, Walgreens, Walmart, & Wegmans.
How Do Affiliate Location Extensions Perform?
Like all advertisement extensions, we know that AdWords Affiliate Extensions can develop click-through rate, ad relevancy and Quality Score.
We tested out affiliate location extensions with 1 of our larger retail brand customers that sells their products both online & in drug stores across the US. While they welcomed online sales, they promoted online searchers to find a local store near them via a “Store Locator” sitelink.
In November, the client’s new affiliate location extension proved to raise CTR by almost 2x their search advertisements’ CTR & an additional 15% greater than their “Store Locator” sitelink!
But increased CTR & ad rank may not be the benefits to affiliate location extensions. Advertisers generating enough clicks & in-store traffic through these extensions will be able to measure store visit conversions from their AdWords account, supplying tons of insight into their audiences’s offline activity.