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Google now popping up new banner ads in iPhone Google Maps searches

Seeking to monetize mobile users at least as effectively as it does the web, Google is now popping up lower banner ads during Google Maps searches.

Google Maps ad banners

Google Maps with new search ad banners

The banners consume about 20 percent of the visible map. Clicking on the banner ad presents more information about the business, as noted in a blog post by Salahuddin Choudhary, the Product Manager of Google Maps.

Google provided other details its new banner advertising program today, explaining that "to show ads on the Google Maps app, advertisers need to add location extensions to their search campaigns or create an ad with AdWords Express."

Advertisers are charged when users click to "get location details" on the new ads, which appear on both iOS and Android versions of the free Google Maps app.

Google's approach to advertising differs significantly from Apple. While the iPhone maker has its own iAd advertising network, it doesn't display ads within any of its own apps, including iOS Maps.

iOS 7 Maps full screen

iOS 7 Maps, full screen

The next version Maps for iOS 7 goes in the opposite direction with a full screen mode that removes user interface chrome distractions to display as much of the map as possible, in addition to translucent chrome that reveals more of the map.