Enterprise Rent-A-Car is using Google Inc.?s new hyperlocal mobile advertising feature, letting the advertiser serve locally relevant ads that display distance information to let consumers know how far they are from the brand?s place of business.

The hyperlocal mobile ads are served to consumers that have opted-in to disclose their location to Google. The fact that the hyperlocal ads display distance may work to encourage consumers to visit the advertiser, which they may have not known was so close to them.

"We have seen Google mobile searches increase dramatically - 400 percent - in the last year and we?ve developed search advertising formats that are designed specifically for the mobile Web," said said Surojit Chatterjee, product manager of Google Mobile Ads at Google, Mountain View, CA. "We?re constantly working to provide users with the most relevant ads, and especially in the case of mobile, location and relevancy are closely linked. 

"Including information such as proximity to a business or a local phone number within the ad unit, enables advertisers to engage potential consumers in new and useful ways," he said.

Enterprise Rent-A-Car
Enterprise Rent-A-Car tapped the hyperlocal feature to create more meaningful connections with its customers. 

Since Enterprise Rent-A-Car has neighborhood and airport locations within 15 miles of 90 percent of the United States population, the hyperlocal ad feature is an excellent medium to help its customers find locations at the exact moment they need to.

The ads also boast one-click access to Google Maps as well as a click-to-call feature enabling consumers to connect directly with the advertiser.

Hyperlocal distance information enhances the location extensions ad format with a marker providing the distance between the user and a business location. 

The visual cue helps customers who are on the go and close to a point of sale know that a business is nearby. This could potentially drive more traffic to a store and generate more revenue. 

Here is a screen grab of the Enterprise Rent-A-Car ad:

Hyperlocal distance info
Hyperlocal distance information is automatically enabled for location extensions and does not require any additional configurations. This lets merchants effortlessly perform hyperlocal advertising with existing location extensions.

Campaigns must also be opted into showing on iPhones, Android OS phones or other mobile devices with full Internet browsers.

The ad format is available only on the Google search network and in countries supporting location extensions ad formats. 

Advertisers are only charged when users click to visit the Web site or on the phone number shown in the ad.

"Over the last few months, we?ve launched several new mobile ads products that are built on Location Extensions," Mr. Chatterjee said. "Location Extensions are a feature within AdWords that enables advertisers to upload local business information into their accounts, and ultimately display this information within their ads. 

"Click-to-call ads built on Location Extensions are one example and they?ve produced an 8 percent higher click-throuth-rate than ads without phone numbers," he said. "We also recently launched an Expandable Map ads format on mobile for the Google Display Network built on Location Extensions that enables users to see a local business location on a Google Map from within the ad unit. 

"The hyperlocal feature is the latest addition to this bouquet of mobile-local advertising options."