Google is embarking on a new experiment, piloting branded Local Service Ads (LSA) under the moniker “Direct Business Search.” While this presents an intriguing opportunity for brands to surface in search results when users actively search for a specific business or brand, there are important considerations and a reassurance for advertisers regarding an opt-out option.
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The Direct Business Search ads automatically enroll brands into this new ad type by default. However, amidst initial concerns expressed by marketers about the inability to opt out, Google has confirmed that this functionality will indeed be available for everyone in the near future.
Understanding Direct Business Search:
Direct Business Search ads allow brands to appear in search results when someone conducts a direct search for a particular brand or business. This could potentially open up avenues for advertisers to tap into the customer base of competitors when users actively seek out specific brands.
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Concerns and Considerations:
One primary concern voiced by marketers is the potential cost associated with paying for conversions that might have been obtained organically. This occurs when users click on an ad even when the brand’s organic listing is present just below it in the search results. Clicking on the organic listing would not incur any cost, but the ad click might lead to unnecessary expenses.
Opt-Out Option and Reassurance for Advertisers:
Initially, brands were reportedly unable to opt out of Direct Business Search ads, causing apprehension within the marketing community. Joy Hawkins, owner of the Local Search Forum, echoed this concern, stating her inability to opt out. However, Google has provided reassurance, affirming that the opt-out option will be made available to all brands soon.
Google clarified that when an existing customer clicks on a Direct Business Search ad, the business will not be charged. Charges will only apply for new customer leads generated through these ads. This distinction aims to alleviate concerns about paying for interactions with existing customers.
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To opt out of Direct Business Search ads, brands can go to their settings and turn off the Direct Business Search toggle. Google acknowledges that this option might not be immediately accessible as Direct Business Search ads are still in the early stages of testing. However, the company assures that the choice to opt out will be extended to all brands in the near future.
Google’s Perspective:
Ginny Marvin, Google Ads liaison officer, emphasized that the Direct Business Search ads are part of an experiment set to roll out shortly. She clarified that the opt-out feature will be universally available, and customers can expect more information on this in the coming weeks.
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In conclusion, while Google’s experiment with Direct Business Search ads introduces a potentially powerful tool for brands to enhance their visibility in targeted searches, marketers are advised to carefully weigh the costs and benefits. The forthcoming opt-out option aims to provide brands with control over their participation in this ad type, addressing concerns about potential unwanted expenses. As the experiment unfolds, marketers will be closely monitoring the impact and effectiveness of Direct Business Search ads in Google’s ever-evolving digital marketing landscape.
