Enterprise Rent-A-Car indeed is showing some enterprise by using a new hyperlocal feature in Google Mobile Ads.
With the feature, consumers get served locally relevant ads which contain blue icons that display how far away mobile users are from an advertiser's location.
Thus, someone who needs a rental car in a hurry would be able to view an Enterprise ad on their smartphone and instantly find a nearby car rental office.
In addition to citing the distance, the location is also displayed on a map. Users can merely click a button to call the advertiser.
Enterprise, the largest car rental company in the U.S., is very strong in off-airport locations and claims it has car rental offices, including airport locations, within 15 miles of 90% of the U.S. population, making the company seemingly a perfect candidate for the hyperlocal feature in Google Mobile Ads.
Google outlined how Enterprise uses the hyperlocal mobile ad feature in the Google Mobile Ads Blog.
Consumers can take advantage of the hyperlocal functionality, and see those blue icons with distances displayed, only if they've opted into sharing their locations with Google, the company says.
The hyperlocal feature is built on Google Location Extensions, which are available in the Google search network for the following countries.
Advertisers get charged for their mobile ads only when users click on the phone number or website listed in the ad, Google says.
Google promises that more hyperlocal advertising functionality is on the way.
In addition to rental car companies, the hyperlocal feature would appear to be a great fit for restaurants and local attractions within tourism destinations.