Google has introduced a new way of displaying ads called “Google Screened” that aims to drive more credibility to the ad itself. Previously, virtually anything could be advertised. The ad may or may not be relevant to the visitor’s search, and it was placed at the very top of the search results. Essentially, if you pay enough, you will show up at the top.
Google Screened targets advertisers within local professional services. Local services include businesses such as financial planners, lawyers, and real estate agents.
With Google Screened, Google will keep receiving those ad dollars, but they can add a little more credibility to the process. Think of it as a background check for small businesses. The major benefit for advertisers is their ad will now be placed at the very top of the search results, above traditional Google Adwords and Google Maps listings. This means if their business is relevant and legitimate, they should now be displayed above advertisers who were previously paying more and have not yet been screened. In theory this will also provide a better experience for the consumer because they are now viewing ad results from ] businesses that have already passed the sniff test.
Google screened appears to be a spinoff from “Google Guaranteed”, which applies primarily to home services such as plumbers and HVAC technicians. If the visitor is connected or hires the business through Google, the Google Guaranteed program offers a money-back guarantee of up to $2,000 if the business failed to provide proper service or work and denies the opportunity to make it right.
In order for your ad to be displayed in the Google Screened section, you must first be vetted by Google. Local businesses can follow this process to be screened. You will need to create a Google profile and enter details about your business.
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