Google AdWords passe aux cartes (PlusBox)

Le système publicitaire de Google vient de se voir ajouter une nouvelle fonction dénommée PlusBox qui permettra à l'annonceur de faire s'afficher à la suite de son annonce publicitaire un lien très web 2.0 et une carte de localisation de son entreprise via Google maps.

Via ce service Google entend visiblement satisfaire pleinement annonceurs et internautes puisque si l'information de ce dernier est complétée le premier ne voit pas pour autant grevé son budget, l'ajout de cette option étant gratuite.

Via ce service Google entend visiblement satisfaire pleinement annonceurs et internautes puisque si l'information de ce dernier est complétée le premier ne voit pas pour autant grevé son budget, l'ajout de cette option étant gratuite.

La PlusBox dans le détail.

Lors d'une requête effectuée sur le moteur de recherche et portant par exemple sur une activité quelconque dans telle ou telle ville, Google affichera en suite du premier résultat sponsorisé (AdWords) un lien d'affichage d'une carte ainsi que d'informations sur la localisation physique du garage.

Si l'internaute clique sur ce nouveau lien sera alors affiché sans rafraichissement de page la carte ainsi que les coordonnées de l'entreprise (adresse et téléphone) comme sur la capture qui suit.

Affichage d'une carte Google maps dans les résultats sponsorisés de Google

Un nouveau clic sur le lien et la carte s'efface, remettant ainsi l'affichage originel.

Principe de fonctionnement.

Du côté de l'internaute rien ne change, hormis la possibilité d'obtenir plus d'informations sur l'entreprise de son choix (il lui est ainsi proposé par exemple de consulter une carte de plus grande taille ou d'opérer un calcul d'itinéraire sur Google maps).

Pour l'annonceur, cette nouvelle fonction ne change rien au niveau du tarif de la prestation puisque cette fonction est offerte par le moteur de recherche, ainsi si il a correctement indiqué l'adresse de l'établissement dan son compte le paramétrage est fait, toutefois dans son annonce officielle Google attire l'attention de l'annonceur sur le fait que seule la première ligne d'annonces se verra affublée de cette nouvelle fonction et que par conséquent pour en bénéficier ce dernier devra adapter la qualité de son annonce et surtout son prix au clic pour que son encart publicitaire apparaisse en tête des résultats sponsorisés (au dessus de la liste des résultats naturels).

Si pour l'heure la fonction PlusBox n'est disponible que sur les marchés nord-américains (Etats-Unis d'Amérique et Canada), anglais et allemands elle devrait être rapidement étendues aux annonceurs d'autres zones.

Source : Introducing the AdWords Local PlusBox [en]

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