Do you have several business locations in one city? For example, are you a national retailer of consumer electronics who wants to increase foot traffic to your Los Angeles area stores?

Every day, consumers are using their high-end mobile devices to find directions to local businesses, making mobile an ideal way to reach this audience. We’re excited to streamline this experience by announcing a new enhancement to the location extensions ad format: location extensions with multiple addresses. This new feature will ensure that your customers connect with the right location of your business at the right time.

Now available on Google Maps for Mobile (GMM) versions 4.4 and above on Android devices, location extensions with multiple addresses allow consumers to find the most relevant location of your business on a Google mobile map.

Featuring your business location alongside your mobile ad is a powerful method to drive foot traffic and in-store sales. For instance, if a potential customer is looking for a wireless communications store like Sprint, an ad within GMM can display all Sprint locations near them. This not only delivers a relevant search experience, but also enables customers to visit the closest and most convenient Sprint store location.

Here’s how location extensions with multiple addresses work:

1. Based on a user’s search and location signals, AdWords can display a clickable banner with the option to show all locations for a particular business in Google Maps for Mobile.
2. When the “Show all” banner is clicked, the map displays just the locations of your business as indicated by your business icon. Using your business logo as the icon is a great opportunity to build awareness and loyalty for your brand.
3. Clicking on a specific business location leads the user to a page with more details about the business — including ad text, business address with directions and the ability to call or visit the website.
4. After the search is completed, the business icon and location are automatically saved as aGMM Layer and will continue to appear on the map in subsequent search results until turned off by the user.

To take advantage of this enhancement, you must be a primary business owner and have enabled location extensions within your Google Places account. Additionally, your campaigns must target the iPhone and other high-end mobile devices with full mobile browsers. You will only be charged when users click on the website URL or the phone icon displayed on the details page of a particular business location.

Location extensions with multiple addresses launched for desktop earlier this summer and we’ve worked hard to bring it to mobile. For now, this feature is only available on Android devices, but we hope to expand to other platforms in the near future.

Location extensions ad formats can show in the United States as well as a number of other countries. To learn more about location extensions with multiple addresses, please visit our Help Center.

Posted by Surojit Chatterjee, Google Mobile Ads Product Manager

This week, Yahoo! advertisers can begin transitioning their paid search campaigns to Microsoft adCenter. During the transition, which is on-track for completion by the end of October, advertisers will continue to manage separate accounts on adCenter (serving ads on Bing) and Yahoo! Search Marketing (serving ads on Yahoo! Search). Once the transition is completed, advertisers will operate one single account on Microsoft adCenter that will power search advertising campaigns across Bing and Yahoo!’s combined audience representing 31.6 percent of U.S. search market share.

By combining paid search for Bing and Yahoo!, advertisers will be able to reach the audiences of both search engines, saving time and simplifying their campaigns. A combined Bing and Yahoo! will provide advertisers with a competitive alternative in search advertising, enabling advertisers to reach more than 159 million searchers in the U.S. and 15 million in Canada¹ on Yahoo! Search, Bing and our partners with one ad buy.

Microsoft and Yahoo! will continue to seek input from advertisers as we work to complete the transition. While we expect the paid search transition to be complete by the end of October, and we are on track to reach that goal, we still may consider holding off on the full integration of paid search until 2011 if we feel that the transition will in any way impact the holiday season.

To help you prepare, here are the steps to help make the transition a seamless experience. If you’re an advertiser on …

• Yahoo! Search Marketing: Sign-in to your account and click on the adCenter tab to begin transitioning your campaigns into adCenter. From there, you can choose to create a new adCenter account, or indicate that you’d like to use your existing adCenter account. If you have a Yahoo! Account Manager, they will continue to help you through the transition plan you’ve established based on your business needs.  Keep in mind that some features in Yahoo! Search Marketing are different than those found in adCenter and other search advertising platforms. Brush up on your knowledge by learning how adCenter features are different.

• adCenter: If you have no Yahoo! Search Marketing campaigns to transition, you can prepare your adCenter campaigns by optimizing them to run on both Yahoo! Search and Bing in the near future. To get started, use Microsoft Advertising Intelligence to update your keyword list based on the actual queries that searchers are using on Bing, and tailor your bidding strategies by pricing data for keyword-specific metrics such as clicks, impressions, position, click-through rate, and cost per click.  If you’re still learning about this time-saving tool, I’d recommend taking a look at these six introductory tutorials or perusing thedocumentation from the download page.

Regardless of which search platform(s) you’re currently using, as a web site owner, you may find some helpful organic search engine optimization (SEO) resources in the Bing Toolbox; a simplified experience focused on the three key areas of crawl, index, and traffic. If you have additional questions, please continue to work with your existing support contacts and visit the Microsoft Transition Center and Yahoo’s Advertising blog to stay updated with the latest information.

David Pann, General Manager, Microsoft Advertising Search Network

Welcome to Priority Inbox! By automatically separating out your most important messages, Priority Inbox makes iteasy for you to read and respond to the messages that matter .

Get through your email faster

Try reading and replying to the messages in the “Important and Unread” section first. Mark anything that requires follow-up with a star, then go through the “Everything Else” section. If you leave Priority Inbox, you can return to it by clicking the link next to Inbox on the side navigation of Gmail. How it works Gmail’s servers look at several types of information to identify the email that’s important to you, including who you email and chat with most, how often you email with these people, and which keywords appear frequently in the emails you read.

Train Priority Inbox

If Priority Inbox makes a mistake, you can use the  buttons to correctly mark a conversation as important or not important, and Priority Inbox will quickly learn what you care about most.

And more…

• Customize Priority Inbox: You can change what type of email you see in each section (like switching the “Important and Unread” section to just “Important”). Just click on the section headers or visit the Priority Inbox tab under Settings and choose to “customize inbox groups.”
• Use filters to guarantee importance: If you want to be absolutely sure that some messages are always marked as important (like email from your boss), you can set up a filter and choose “Always mark it as important.”
• Search by importance: If you want to see all the messages that have been marked as important, both read and unread, do a Gmail search for “is:important.”
• Switching back to your old inbox: If Priority Inbox isn’t for you, you can easily switch back to your normal inbox by clicking “Inbox” on the left or hide Priority Inbox altogether from Gmail Settings.

The Gmail Team

Google made it clear at its press event today that Google Instant will not change way that company will rank ads or show ads. From the Google blog:

“We recommend monitoring your ads’ performance the same way you usually do. Google Instant might increase or decrease your overall impression levels. However, Google Instant can improve the quality of your clicks since it helps people search using terms that more directly connect them with the answers they need. Therefore, your overall campaign performance could improve.”

At the event, Google Ad Evangelist Frederick Vallaeys went into detail with us why the new feature might in fact improve Adwords campaign performance, and also debunked some of the easily made assumptions, which he outlined:

* Google Instant will greatly increase ad impressions: Impressions will go up, because of the new “3 seconds counts as an impression” rule as well as the rule that any page engagement also counts. But, from an advertiser perspective, that “20 times as many searches” statistic tossed around today is going to be more conservative.

* Increased impressions means increased costs: Most Adwords campaigns are cost per click, advertisers are not paying for impressions.

*  Advertisers will need to buy more keywords: Because Adwords are sold on the whole predictive text not partial queries, an advertiser still will be buying the same keywords, there’s no need to buy more keywords in order to to optimize performance.

“Because of the interactivity the feed, people will actually get close to the results that they want to see and are more likely to covert to becoming a buy.”

Google is banking on Google Instant users “learning how to search better,” or getting closer to the thing they were searching for, in essence optimizing the ad. “When the advertiser gets a click and they’re still paying the same amount for that click, they’re actually much more likely to get a sale from that,” says Vallaeys. The behavioral theory here is that normal non-instantly updating search is kind of hit or miss, and the more Google can serve up exactly what you want, the more you’ll actually want it or put your money where your mouth is and buy it.

Will the 350 million hours of user time per year saved negatively affect advertisers?According to Vallaeys, No. “We’re the only company in the world whose goal it is to get users off our site as quickly as possible. And ultimately we do monetize for a when a person finds the ad they were looking for and clicks off of it.”

But this doesn’t necessarily mean less searches, says Vallaeys, “What I think will happen is that users will be taught how to search better,  and do more searches if they’re finding that the searches actually work and they get results. That usually means that more search is happening. And usually that means more opportunity for advertisers to connect to users.”

Not surprisingly, Vallaeys refused to speculate when asked for an estimate of how much revenue this improved Adwords campaign performance could mean to Google. My guess: A lot.

By: Alexia Tsotsis

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