Google is currently conducting tests on a new ad type called Branded Local Service Ads (LSA). This ad type allows brands to appear in search results when someone directly searches for a specific brand or business. While this may seem like a great opportunity to tap into the customer base of competitors, there is a potential downside. Businesses may end up paying for conversions that they would have obtained naturally through organic listings.
The introduction of Branded LSAs was first brought to light by Anthony Higman, CEO of online advertising agency Adsquire, who shared a screenshot of the new ad type. Higman expressed concern over the lack of an opt-out option for brands. Joy Hawkins, owner of the Local Search Forum and a Local SEO agency, echoed this sentiment, stating that she was unable to opt out of Branded LSAs as well.
However, Google has provided reassurance that the ability for all brands to opt out of Branded LSAs will be made available in the near future. Ben Fisher, Co-Founder/Lead Consultant at Diamond Google Product Expert, explained that brands can currently opt out of Branded LSAs by going into their settings and turning off the Direct business search toggle.
It’s important to note that Branded LSAs are still in the early stages and Google will be making the opt-out option accessible to everyone soon. According to Ginny Marvin, a Google Ads liaison officer, the opt-out option will be rolling out shortly and customers will receive more information on this in the coming week.
Overall, the introduction of Branded LSAs by Google offers brands the opportunity to reach a larger audience when users directly search for their brand or business. However, businesses should be cautious about potentially paying for conversions that they could have obtained organically. The upcoming opt-out option will provide brands with more control over their advertising strategies and allow them to make informed decisions based on their specific goals and budgets.
In conclusion, Google’s tests on Branded Local Service Ads have sparked both excitement and concern among businesses. While the new ad type offers the chance to reach a larger audience, there is a potential cost involved. However, Google has reassured brands that an opt-out option will be available soon, giving businesses more control over their advertising efforts. As Branded LSAs continue to evolve, it will be interesting to see how brands utilize this new ad type to enhance their marketing strategies.
