Is Google taking cues from Internet Yellow Page Publishers? Probably not; although, the new features added to Google AdWords local business listings have been included on Internet Yellow Page listings for some time. These features include links for directions to an advertisers business, street view maps, and the ability to save directions and send them to either a phone or email.
With Google’s understanding of local consumers, it’s no surprise directional features were chosen to enhance the relevancy of local business listings. After all, consumers searching for local businesses are in an advanced stage of the buying process and are seeking specific information such as phone numbers, directions, proximity, hours of operation etc. What is surprising is that it took Google so long to realize these links aid a consumer’s search, increase click-throughs, and subsequently, increase Google’s revenue.
Google might also consider adopting a custom link feature similar to the YellowPages.com enhancement. This provides flexibility for businesses to include specific links on their ads in order to accomplish specific business objectives. Assuming a business knows their consumer better than Google, this may further improve relevancy for consumers.
For additional reading on Google’s new AdWords features click here.