This Could Do Wonders for Google's Cost-Per-Click Metric

By Steve Heller – Aug 18, 2013 at 4:15PM

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And it could potentially turn one search query into two clicks.

Google (GOOGL 10.22%) recently announced that it has integrated local ads into its Google Maps app for Android and Apple iOS.

Although most investors would likely never bat any eye at this seemingly low-key development, Fool contributor Steve Heller believes this could ultimately lead to driving a higher cost-per-click -- or CPC -- rate for the company in the longer term. Steve bases his thinking on industry expert Larry Kim, founder and chief technology officer of WordStream, an online advertising company, who believes that mobile CPCs are currently undervalued.

What's more, the company has created an opportunity for itself to earn two clicks from a single Google Maps mobile search query. Be sure to check out the following video to get the full story.

Fool contributor Steve Heller owns shares of Apple and Google. The Motley Fool recommends and owns shares of Apple and Google. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.