How do you measure the impact of location extensions on brand awareness?

Measuring the impact of location extensions on brand awareness can be challenging, as brand awareness is a high-level metric that is difficult to measure directly. However, there are several indirect metrics that you can use to gauge the impact of location extensions on brand awareness. Here are some ways to measure the impact of location extensions on brand awareness:

1. Impressions and Clicks: Monitor the number of impressions and clicks that your location extensions receive, as well as the click-through rate (CTR) and conversion rate. An increase in impressions and clicks can indicate that your location extensions are making your ads more visible and engaging, which can help increase brand awareness.
2. Map Actions: Monitor the number of map actions, such as directions and map clicks, that your location extensions receive. An increase in map actions can indicate that users are engaging with your location extensions and are interested in finding and visiting your business, which can help increase brand awareness.
3. Assisted Conversions: Monitor the number of assisted conversions that your location extensions generate. Assisted conversions occur when a user interacts with your location extensions and then later converts on your website or through another channel. An increase in assisted conversions can indicate that your location extensions are helping to increase brand awareness and drive conversions.
4. Brand Lift Studies: Consider conducting brand lift studies to measure the impact of your location extensions on brand awareness. Brand lift studies use surveys and other research methods to measure changes in brand awareness, consideration, and other high-level metrics. By conducting a brand lift study, you can get a more accurate measure of the impact of your location extensions on brand awareness.
5. Competitor Analysis: Monitor your competitors' use of location extensions and compare their performance to your own. If your competitors are using location extensions effectively and seeing positive results, this can indicate that location extensions are an effective way to increase brand awareness.

By using these metrics and methods, you can measure the impact of location extensions on brand awareness and optimize your campaigns for maximum impact. However, it's important to note that brand awareness is a complex and multifaceted metric, and that measuring its impact requires a holistic approach that takes into account a variety of factors and metrics.