Google, according to this blog entry, is testing Boost in several markets to a select number of small businesses. The first step is for a small business to have a Places page and from that data Google has simplified the setup and ordering process for local online search ad campaigns.
Here’s the setup screen:
The idea is to make buying online search ads easier for small retailers. Google in this process has eliminated explaining the bidding process and simply says, give us this much money and we’ll get you this many clicks (more or less). Behind the scenes Google makes and monitors the bids.
This is interesting because it indicates that Google understands that their current process is so complicated that it is inhibiting small retailers from buying local search ads and they want to do something about it.
One of the first takeaways is that the next problem with buying local search is a good landing page. Google doesn’t have an answer for that and will never have a brand friendly version. That’s why we’ve added building landing pages to our ad builders for retailers and it’s something that every brand manager should consider.
The second takeaway is the need for your retailers to claim their stores in Google Places. There are already several good reasons for a retailer to do that and this is just another good reason.
All good news as local search really works it’s just too complicated for retailers and this is meant to make it easier to understand and buy. All good.