Today, Google Adwords, the Google advertising program where users choose keywords to create their own ads and advertise on Google SERP pages and ad network, has introduced a new feature called AdWords Local PlusBox. Local PlusBox provides mapping and tel info for local business ads appearing in the “Sponsored Links” section above the search results of a Google SERP page. These ads will have a plus icon (+) next to the business address and when users click on it, the ad expands to include a map, address, driving instructions, and phone number, in addition to the location name that appears beneath the last line of ad. Even better for advertisers, they will not have to pay for clicks on Local PlusBox, maps, or driving instructions; only for clicks that take users to their landing pages. This new feature is being rolled out to US, Canada, UK, and Germany and should be available in the next week or so.

This is a natural and useful extension of the mapping feature for both advertisers and users. Currently, in the main search results, the mapping feature exists for some listings. It makes sense that for the top sponsors this should be enabled as well. It is convenient, all-encompassing, and complete information all on the same page. No mention of if this feature will eventually roll out to the Sponsored Links in the right rail of Google SERP pages as well; although, there is less real estate to play with there in terms of the width of that column and might require either adjusting the width of the map or column.