Search engine marketing (SEM) has evolved into a far more intricate and scientific discipline than it once was. During a recent discussion with seasoned SEM practitioners, there was consensus: search is no longer just about keywords and ad copy. Yes, it’s easy to find agencies claiming expertise in pay-per-click (PPC), and almost anyone can launch a basic campaign. But the landscape has shifted. Google now regularly introduces new ad formats and betas, and staying competitive means staying informed.
One standout innovation is Google’s new Bid to Location mobile beta. This feature lets advertisers adjust bids based on how close a user is to a physical store or location. Here’s how it works: imagine someone searches “gym in Wandsworth” on their iPhone.
In a typical mobile PPC campaign, the ad might include a location map and a call button through Google Places. With Bid to Location, advertisers can now increase bids dynamically as users get closer to the store. The closer the searcher, the higher the likelihood of conversion—making every bid smarter and more efficient.
This type of proximity-based bidding is particularly valuable for high-intent verticals such as gyms, restaurants, cinemas, or local retailers—businesses that benefit from foot traffic and immediate action. It’s a prime example of how SEM has become about more than just visibility; it’s now about relevance, timing, and hyper-targeted decision-making.
Smart agencies are already testing these extensions and building them into holistic SEM strategies. Over the coming weeks, The Media Image will explore the latest Google ad formats, examining how each can be leveraged to elevate both online and offline performance. Stay tuned.
