Higher Education Marketing

Changes to "Directions" Links in Adwords

Date posted: June 3, 2011

Google Adwords will soon be making changes to “directions” clicks in ads with location extensions. “Directions” is a feature that enables customers to map the quickest route from where they are located to a business they want to visit. Location extensions with “directions” can beneficial to users and lead to more interactions with the ad. Google recently launched a report in AdWords to measure these interactions and show their importance. The proposed changes will impact AdWords campaigns on desktops and mobile devices. These changes include the following:
  • The addition of performance metrics for “directions” alongside metrics for clicks and phone calls.
  • “Directions” clicks will come with a charge, much like when you click on your ad’s headline
  • A high number of “directions” clicks will indicate that your customers are interacting with your ads to get directions to your business.
To find out more about these changes and "directions", please visit the Google Adwords help site.