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Google AdWords has upgraded YouTube ads with location extensions and the ability to measure in-store visits.

Both location extensions and store visits measurement have been available for search ads since 2014. This marks the first time any kind of extension has been available for YouTube ads.

As shared at Shoptalk Europe today, AdWords has made location extensions and store visits measurement now available on YouTube. With YouTube’s first-ever ad extensions for TrueView in-stream and bumper ads, advertisers can influence viewers to engage with your brand offline and drive more visits and in-store purchases. People watching these videos will see advertiser’s address, directions and business hours; right in the ad.

Advertisers can then use store visits measurement to see how video campaigns drive foot traffic and measure their performance against other online and traditional marketing channels, like television, print and radio ads.

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Like AdWords search ads, store visits measurement will track how many people went into a store after viewing one of the business’s ads.

Now, advertisers can reach more nearby customers when they’re ready to buy and get a better understanding of your offline performance across channels.

Get started using location extensions on YouTube ads by navigating to the ‘extensions’ tab in AdWords and enabling them. Google says to watch out for more local ad formats powered by location extensions in the coming weeks.

In the coming weeks, AdWords will also begin introducing more local ad formats powered by location extensions to help people find the products they’re interested in at nearby businesses. To start, it will be rolling out affiliate location extensions for display ads, which allow manufacturing brands to show which retail chains sell their products.

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