Transportation Ad Extensions
We all know the benefits of Adwords ad extensions – increased PPC real estate, strengthened CTRs and ultimately a direct path between your target user and a conversion on your site. Who would have thought this ‘path’ could be applied more literally? Google apparently, as we recently learned of their patent win for “transportation-aware physical advertising conversions”.
The full details of this development are still a little thin on the ground (at least those provided by Google anyway) but sources within the digital sphere are keenly discussing the opportunity this opens up: advertisers could show sitelinks featuring free or discounted travel to their store.
By accumulating and mapping data about local transportation options, user location and their most likely route and form of travel, advertisers will be able to offer users a lift to their business location (well, if Mohammed won’t go to the mountain…).
It all sounds very exciting; this talk of travel options being presented by aligning transportation possibilities and advertiser profit margin but one aspect which seems to have got everyone in a twist is this next part of Google’s sales spiel: “the system may consider various factors….. including…..the consumer’s daily agenda”. For those uncomfortable with the ‘creepiness’ of the web, look away now, but for the rest, this apparently translates into Google using a combination of the following to target this extension:
- Cookies and prior web queries
- Demographic and income data
- Transportation preferences of the user
- And a user may provide Google’s server with “access to the user’s personal calendar or a personal web site”