Google has updated its mobile ads on the iOS and Android Maps platform to offer a variety of paid and free search opportunities for advertisers.
The “get location details” ads will now appear as a banner at the bottom of the Maps screen. Users can tap or swipe on the ad to reveal more information – nealy a full-screen takeover – which is charged on a CPC basis.
Free actions from here include saving and sharing business information, as well as starting navigation. Paid actions include getting directions, click-to-call and clicks on the ad headline, but AdWords only charges up to two clicks per impression. The ads are available in “all languages”. 
To show ads on the Google Maps app, advertisers need to add location extensions to their search campaigns or create an ad with AdWords Express. When setting up a campaign, the advertiser needs to set a cost-per-click bid.
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