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Google Introduces New Local Ad Service ‘Business Builder’

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In further developments this week, Google have announced they will be introducing further changes to the Google+ Local Pages, with the addition of a local ad center that has been named by sources as Google Business Builder.

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Google Introduces New Local Ad Service ‘Business Builder’

  1. 1. Google Introduces New Local Ad Service ‘Business Builder’©2011, Oracle Digital Page | 1
  2. 2. Search Engine Company (or is that Advertising Company?) Google have beenbusy pushing their Google+ network for over a year now, and developments lastweek saw the end of Google Places and introduction of Google+ Local Pages. Thesudden change caught pretty much everyone off guard.In further developments this week, Google have announced they will be introducingfurther changes to the Google+ Local Pages, with the addition of a local ad centerthat has been named by sources as Google Business Builder. As Google+ Local isdriven by organic search of local business, the push into further advertising modelsto take advantage of this market is really no surprise at all.Over the last 14 months, Google have been quietly acquiring companies(estimated at half a billion dollars) that have products that will now be integratedinto this new Ad service. Some of these acquisitions include TalkBin and Punchd.TalkBin is a service that gives consumers the chance to text anonymously to storeowners and give feedback on their shopping experience. Punchd is a loyalty basedprogram that is smartphone based.On top of the externally based software that has been acquired, Google have beenbusy building internal frameworks and applications to bring it all together.At the center of all this lies Google+, and perhaps it explains why Google havebeen pushing so hard to make their latest push into the Social Media foray actuallytake off. Until now their track record has not been very convincing, with past failedexperiments such as Google Friend Connect.The new Google+ Local pages is giving merchants the ability to interact with theircustomers via an online platform, and the payoff for Google will happen ifconsumers begin to use these new services, and begin to make purchases withtheir smartphones via Google Wallet. Consumers will also have the chance to earnloyalty reward points if they use these new services. The kicker for Google is thatthey also get to serve up ads on these new services, so they get a double dip.©2011, Oracle Digital Page | 2
  3. 3. In a statement from Google’s Jeff Huber, ”Helping local business is a big part ofour focus at Google, whether it is connecting shoppers with the right store nearbyor helping merchants attract and retain customers. In local, our vision is not a one-size-fits-all product, but a range of flexible solutions that make the Web work for alllocal businesses.”Google have been very busy over the last year holding workshops and teachingbusinesses how to set up an online presence, and even dishing out free websites.On top of this Google have even been offering these local businesses phonesupport, something that has never been seen before. With the latest developmentsit is clear that there was of course an underlying motive.At the crux of all this, is Google’s wish for merchants to begin spending moremoney on advertising, as recent studies show that nearly 20% of Google searches,are local business enquiries. Last year alone ad spend by local businesses in theelectronic medium came in at over $21 Billion, and this figure is growing stronglyannually according to advisory firmBIA/Kelsey.It is strongly rumoured that this new ad service and associated offerings will beginas early as next month (July).If this does get traction in the market place, then the way we do shopping could bechanged forever. Digital206 Nicholson RoadSubiaco, WA, 6008Ph: 1300 899 851©2011, Oracle Digital Page | 3