谷歌推出地图付费广告业务以应对广告收入增速放缓
谷歌地图将测试"推广图钉"广告功能
谷歌近日宣布将在Google Maps PC端和移动端测试新的本地搜索广告业务"推广图钉"(Promoted Pins)。这项服务允许付费商家在地图上以紫色图钉和公司logo形式突出显示其位置。
Google Maps to test "Promoted Pins" advertising feature
Google recently announced it will test a new local search advertising service called "Promoted Pins" on both PC and mobile versions of Google Maps. This service allows paying businesses to highlight their locations with purple pins and company logos on the map.
广告展示形式与优势
付费商家将获得以下优势：
- 紫色图钉标记（区别于普通红色标记）
- 搜索结果优先展示
- 点击后可查看商品页和库存信息
Advertising display format and advantages
Paying businesses will receive the following benefits:
- Purple pin markers (different from regular red markers)
- Priority display in search results
- Ability to view product pages and inventory information upon clicking
AdWords广告业务同步升级
谷歌同时宣布对AdWords进行重要调整：
- 主标题字符限制从25增至30
- 描述文字从35增至80字符
- 允许按平台设置不同广告价格
AdWords advertising service upgrades
Google also announced major adjustments to AdWords:
- Main title character limit increased from 25 to 30
- Description text increased from 35 to 80 characters
- Allowing different ad pricing by platform
业务调整背后的原因
这些变化源于：
- 广告收入占谷歌总营收90%（2015年750亿美元）
- 预计2016年广告增速从15%降至9%
- 移动搜索量已超总搜索量50%
Reasons behind the business adjustments
These changes stem from:
- Advertising accounts for 90% of Google's total revenue ($75 billion in 2015)
- Projected ad growth to slow from 15% to 9% in 2016
- Mobile searches now exceed 50% of total searches
