Google App Advertising in 2021

Digital Marketing

Guide for Advertising on Google Maps in 2021

January 24, 2021

Google Maps is an iconic enhancement introduced by Google containing over 1 billion users monthly, worldwide. Since the feature was released in 2005, Google Maps has been used to help people find addresses, view satellite-ariel photography, explore new places, and keep track of traffic routes. 

The popularity of Google Maps continues to rise as it had caught business owners’ attention, and soon after, Google Map adverts were introduced. Today, over 4 million websites possess the google map feature to mark their location. Businesses are now capable of leveraging Google Maps to their advantage by running adverts to market their brand. 

Location based-businesses like retail stores and restaurants primarily rely on generating foot traffic to increase their conversion rate. With the help of local search ads, these businesses can expect to see significant stats pulling in. 

This article will go over the new changes made to the Google Map location-based ad’s interface and how your business can benefit from it.  

How do Google Map Location-based Ads Work?

Google map ads can appear in numerous ways with three primary types. Namely, in-store promotions, promoted pins, and search results ads.

Search Result Adverts

Performing a search on a mobile device to locate a business near your area using Google Maps, the results will include businesses that are nearest to you along with their ratings and physical locations. Advertisers who wish to top the area-based results can opt for paid local search listings, allowing businesses to pay their way to the top!

In-Store Promotions

In-store promotions call for ad placement on the original business page and informing the user of the ad that includes deals, discounts, or special offers running through their campaign. Users get to click on standard listed pins on the Google My Business store, which will lead them to the in-store offers and promotions. 

Promoted Pins

These pins notify users of nearby localities, businesses, and other places of interest. Promoted pins stand out with their royal purple pins in contrast to the standard red pins. Businesses use promoted pins to gain recognition by users surfing areas on Google Maps. These prominent pins appear on the app regardless of what the user searches for, unlike search results ads. 

This adds to the visibility by people driving past the specific area and can, in turn, generate more foot-traffic.

Google Map Based Ads: What’s New?

Currently, 84% of consumers are conducted local searches, which has led Google Maps ads to come up with newer opportunities for businesses to get noticed and stay on top. 

With new features like location targeting and maps ad formats, Google Maps will maximize foot traffic to your physical location. The goal is to optimize the user’s experience with Google Maps rather than the usual distractive advertising from brand-logo promoted pins and local inventory search to advanced in-store promotion options. 

New local search ads will be displayed on the Google Maps app, Google’s Expanded Map, desktop, mobile, and tablet-site versions to drive organic reach. Additionally, local pages can now be customized by adding essential business details to attract more customers. Offers made on local inventory may even be displayed on the promoted location as long as it is relevant to the business. 

Location targeting is another new aspect of Google Maps that allows advertisers to select specific locations for the ad to show up. This limits the targeted location types to localities you wish to get noticed in. 

Businesses may even consider using Smart campaigns supported by Google Ads and square-shaped promoted pins to generate foot-traffic. It is an effective and affordable way to stand out and promote your store as Google announced, ‘Through September 2020, you won’t be charged for any clicks, calls or sales from Promoted pins.’

To get the most out of these enhancements, businesses must enable the location extension and set up location targeting before expecting any ads to show. This extension can enhance your business’ performance significantly. 

How Can Business Benefit from Google Map Location-Based Ads? 

Over 1,216,036 companies are using Google-maps are capitalizing on the opportunities they have with Google Map based Ads. How? Well, Google Map based Ads can help and empower businesses by standing out from the crowd and the rest of the competitors within your area. The ads also encourage users to take action and engage with the business via the contact details given or simply tap for directions.

Let’s take the example of a retail e-commerce store. The store takes full advantage of enabling the location extension by topping the mobile and desktop search results through a paid ad. The paid ad can include important business details that allow the customer to tap for location directions or call on the listed number for more info. Additionally, the ad may also include special in-store promotions that can drive more traffic and generate sales for the store. 

Similarly, the e-commerce store can opt for location-based targeting and promoted pins to attract more attention from users specifically in that area or those driving or walking by the store to maximize chances for a customer’s visit. Promoted pins may even stand out based on the color and style of the icons and the kind of business involved, which catches a user’s eyes browsing through maps.

Combining all or some of the prominent ad types and features can help businesses increase their maps visibility, ultimately driving more traffic to the location. Use Google Map Location-based Ads today to make your business stand out from the rest!

Guide for Advertising on Google Maps in 2021
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Guide for Advertising on Google Maps in 2021