A number of people have commented on my remark that Google’s Local Listing Ads “don’t compete with AdWords.” I spoke quickly and not very clearly, or I didn’t accurately convey what I meant. What I meant was that the Local Listing advertisers don’t compete in the AdWords marketplace — not that the ads themselves don’t compete with AdWords.
In fact the Local Listing Ads are more prominent than AdWords in some respects because the blue pushpin makes them “pop.” See this example:
Though there’s no creative/ad copy the Local Listing Ads are visually more prominent and thus could well drive more clicks than traditional AdWords for local lookups. So yes in this sense they do compete.
Separately I was just made aware of a trial TV and online video campaign for Google’s LBC. The narration is by Google’s Carter Maslan beginning a new career as voice-over talent:
Seriously, this is very effective and if something like this is done for the Local Listing Ads it could be quite successful.
To those who believe that Local Listing Ads will never “work” because they’re not being “sold” I would say think again. We’re entering a new period when many local businesses will be motivated to self-provision if the value is clear and the tools are simple.