Advertisers benefit from Google's mobile product extensions

A recent smartphone user study by Google revealed that 77 percent of smartphone owners use their devices in stores, according to Search Engine Land.

Two new mobile ad formats recently released by the search engine giant figure to take advantage of that statistic. Product Extension ads, which are intended to drive ecommerce from mobile devices, and Product Local ads, which aims to drive foot traffic into local stores.

Both products allow marketers to include images and related data into ads on mobile devices. The former can be enabled by linking a company's Google Merchant Center account to its AdWords campaign. When the business' local search ad appears, Product Extensions display images, titles and prices of related products underneath the results, according to WebProNews.

The latter mobile marketing format shows the availability of a product in local stores, along with product image and price. Using Google Maps and Google Places technology, a consumer's location can be traced and advertisers can show what they have in stock to nearby users.