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Google uses its technology to serve advertisements based on website content, the user's geographical location, and other factors. Those wanting to advertise with Google's targeted advertisement system may enroll through Google Ads .
Google Ads' system is based partly on cookies and partly on keywords determined by advertisers. Google uses these characteristics to place advertising copy on pages that they think might be relevant. In 2023, Google introduced Topics API, which allows targeting ads based on browsing history stored in browser, to Google Chrome.
For pull-based LBA, users interact with local, typically mobile, sites or applications, and are presented offers in a standard pull advertising model. Location-based advertising companies like go2 Media aggregate local listings from yellow page companies, local directories, group discount businesses and others.
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Google for instance, has developed local inventory ads and features ads in the local pack. [3] Local search advertising can be highly effective because it allows ads to be targeted very precisely to the search terms and location provided by the user.
Location-based targeting also enhances the performance of digital advertisements. For example, Google Ads' “Location Extensions” allow businesses to show ads to users in specific geographic areas, thereby increasing relevance and effectiveness. Studies reveal that ads with local information see a higher click-through rate (CTR) and can ...
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