Google seems to be moving steadily on with it’s Google maps integration on AdWords listings.

I just did a search for Charles Tyrwhitt (quality shirt maker) and the first listing has a nice + sign at the side of it and the store’s address underneath it, if clicked this then slides out a nice Google map showing where the store is located.

Not sure it’ll boost the CTR of the ad or offer any major benefits except perhaps confirming it’s the store you wanted as you still have to click the ad to visit the site however it does tie up more screen space for the ad so is a bigger mass for the eye to see so it should engage users that bit more and so may lead to more on-site clicks unless searchers just wanted to double check directions for a store visit however you’d have thought they’d have used a more relevant phrase than just the brand name especially if it’s in many locations.

Here’s how it looks from the initial search :

Here’s how it looks when the map layer is clicked out :

Nice to see some functionality for users that doesn’t make Google instantly richer as the more recent “innovations” such as embedded site search and the trademark scrapping have no doubt added many millions to their turnover. I’d think the SEO boys & girls will welcome this as it should free up space where currently searchers get a map plonked there whether they actually want one or not so with this clickable map format it should let the CTR of the first organic listing get back to normal if AdWords use the new feature in preference to embedded maps by default.

Seems there’s still some tweaking to do though as there’s duplication occurring on some searches :

No doubt they’ll perfect it to a better money making machine soon, probably wrapping yet more AdWords ads around the slide out layer once people start using it more knowing Google and the ever present hunger to boost revenue to keep the share price up.