Leveraging Affiliate Locations for Manufacturers: A Guide to Google’s Affiliate Location Ad Extension

Manufacturers selling products through retail chains now have a powerful new tool at their disposal with Google’s Affiliate Location Ad Extension. This extension allows advertisers to promote the precise retail locations where consumers can purchase their goods nearby.
In this in-depth guide, we’ll cover everything you need to know about setting up and optimising affiliate location extensions to drive more sales for your products. By the end, you’ll understand how to take advantage of this update and start seeing results.
But first, let’s provide some context around why this extension matters.

The Rise of Near-Me Searches

Mobile searches, including terms like “near me,” have skyrocketed in recent years. People increasingly want immediate, convenient access to products and services based on their current location.
This places manufacturers in a unique position. By targeting consumers already searching for options nearby, you can directly connect them with retail partners carrying your items close by.

How Affiliate Location Extensions Work

Setting up an Affiliate Location Extension is simple. Within your Google Ads account, you’ll find the option to add the extension underneath your ads.
From there, Google provides a list of major retail partners to select from. Choose the chains that stock your goods, and the extension will dynamically show the nearest locations on ads and listings.
For example, a bike manufacturer may promote that their products can be found at local Dick’s Sporting Goods and REI stores. Clicking the extension takes consumers directly to store hours and address details.
No link to Google My Business is required, like standard location extensions. Google handles mapping the closest affiliate locations automatically based on your targeting and bids.

Potential Store Visit Tracking & Reporting

Using affiliate location extensions may qualify your campaigns for store visit reporting and metrics within Google Ads. This insightful data shows how your ads convert foot traffic into offline sales.
Of course, earning access depends on driving enough clicks, impressions, and actual store check-ins. But for large manufacturers, this level of insight could be hugely valuable for optimising ad spend.

Comprehensive Adword Account Setup & Optimisation

To make the most of affiliate location extensions, your account structure and targeting need to be properly configured. Here are some best practices:

• Use location-based targeting. Focus on geo-areas near major retail hubs to reach consumers already close to purchase points.
• Bid more for store-level searches. Keywords, including specific store names, may indicate that a customer is ready to buy immediately.
• Test extensions vs. regular text ads: see which format and messaging resonates more with your audience.
• Monitor extension’s performance. Detailed metrics in your reports show which affiliates drive the most value. Reallocate spending accordingly over time.
• Landing pages highlight “where to buy.”  Make it effortless for customers to find the nearest option from your site as well.

With the right approach, affiliate location extensions can be a tremendous growth channel. But optimisation is ongoing; be sure to continually test and refine your strategy over the course of months.

Key Takeaways

To summarise some of the core tips:

• Leverage rising “near me” searches by connecting consumers to local retailers carrying your products
• Setup is simple using Google’s predefined affiliate partner list within your Ads interface
• May qualify campaigns for insightful store visit tracking and metrics
• Use location targeting, bid more on store-level keywords, and A/B test formats
• Monitor and adjust over time based on what affiliates and messages drive the strongest performance

With diligent testing and refinement, affiliate location extensions can significantly boost sales by tapping into consumers’ desire for immediacy and convenience. Now let’s dive into some frequently asked questions.

FAQ

Q: Do I need a minimum budget to use affiliate location extensions?
A: No minimum budget is required. Extensions are available to all advertisers at any spending level. Of course, higher budgets allow for more data collection and optimisation over time.
Q: Can I add my own retailer partners not in Google’s list?
A: Not at this time. Google’s predefined list of major affiliates is what you must select from to populate the extension. However, requesting additional partners may be considered in the future.
Q: How do I optimise locations targeted most effectively?
A: Start broadly around affiliate hubs, then narrow tests based on performance. Monitor metrics at the city, region, or zipcode level to pinpoint your strongest catchment areas. Refine targeting every few months as customer behaviour shifts.
Q: Will consumers see ads for stores too far away?
A: No, Google only shows extensions for affiliates in a reasonable range that algorithms have set. So ads won’t point users to stores too inconveniently distant from their location.
Q: Can these extensions help direct-to-consumer brands as well?
A: Perhaps indirectly. While extensions promote affiliates specifically, they get your brand in front of consumers actively searching nearby. This top-of-mind exposure could still benefit anyone in the supply chain over time.
Q: How long will it take until I see results from optimising extensions?
A: Most advertisers report tangible lifts within 2-3 months of dedicated testing and refinement. Be patient as you optimise targeting, bids, and creativity. Regular evaluation ensures ongoing, long-term success.
I hope this guide has provided valuable insight into leveraging Google’s Affiliate Location Extension tool. Feel free to reach out with any other questions!