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A click on the ad doesn't take one to a website like the rest of adwords does - it just pops up info on the map as if one had clicked on one of the pins directly.
Only by clicking on the popup title does one end up on the webpage.
If the ads aren't highlighted in blue, then it's the typical AdWords ad where a click on the ad takes one to the website.
Seems like it might be an interesting pricing model based on info being displayed or an actual website visit.
Based on tracking URLs of the ads and the advertisers being displayed, it seems like a very limited test.
I agree, and would think they would need a new structure to offer two clicks priced differently, one for info one for opening the site, they may be able to just content bid and searh bid prices?