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Google Adwords Offline Promotion Through The Local Business Center

I got a letter from Google today with $100 worth of free advertising. The letter is being sent out to businesses with claimed LBC listings and starts out saying “You already use Google’s Local Business Center to help customers discover your business online when they search locally on Google or Google Maps.” Then goes on to explain the effectiveness of search advertising.

I have included an image of the letter for your enjoyment.

My only question is why would Google be promoting Adwords to LBC users if they are planning to launch local listing ads any time soon? Anyone? Anyone?