Embarking on the journey of Google Maps advertising is like unlocking a new level of connection with your local customer base. Google Maps, a tool we all use to navigate the world around us, has evolved into a powerful advertising platform. Whether you’re a local bakery or a global brand, leveraging Google Maps ads can significantly boost your visibility and attract more customers.
Let’s dive deeper into some strategies that can further enhance your Google Maps advertising efforts and ensure your business not only gets noticed but becomes a preferred destination.
What Are Google Maps Ads?
Google Maps ads are paid advertisements that appear within the Google Maps app or website. These ads are designed to help businesses stand out to users who are actively searching for products or services in their area. They typically appear as branded pins on the map or as sponsored listings in search results, making it easy for potential customers to find and engage with your business.
Unlike traditional advertising, Google Maps ads offer a highly targeted approach, aiming to connect businesses with local customers at the very moment they’re searching for related offerings.
How do Google Maps Advertising work?
Google Maps ads operate on the principle of relevance and proximity, ensuring that your business appears to users who are most likely to be interested in what you offer, based on their current location and search queries.
When a user performs a relevant search, such as “coffee shops near me” or “plumbers in [city],” Google displays relevant ads alongside organic search results. These ads can include essential information like business name, location, contact details, and even special promotions or offers. Users can then click on the ad to learn more or get directions to the business.
These ads can take several forms, including promoted pins (which highlight your business location on the map with a distinctive icon), in-list ads (which appear in the search results list within Google Maps), and local search ads on Google.com that link to your location on the map.
Why Should I Use Google Maps for Advertising?
The digital landscape is crowded, and standing out is more challenging than ever. Google Maps advertising offers a solution by allowing businesses to directly target local customers, who are often ready to visit or make a purchase. It’s a tool that not only helps increase your business’s visibility but also drives foot traffic, making it a crucial component of local marketing strategies.
Using Google Maps for advertising places your business directly in the path of potential customers actively seeking services or products you offer. It’s a strategic way to ensure that your business gets noticed by people making decisions on the go, which is essential specially for brick-and-mortar stores looking to increase local awareness and sales.
Benefits of Advertising on Google Maps
Increased Visibility: Your business stands out on Google Maps, capturing the attention of potential customers who are already searching for products or services like yours.
Local Targeting: Google Maps ads are excellent for targeting local customers, making them ideal for businesses with physical locations aiming to attract nearby foot traffic.
High Intent Audience: Users on Google Maps are often in the decision-making phase, meaning they’re more likely to visit a business or make a purchase shortly after seeing your ad.
Performance Tracking: Like other Google ad products, Google Maps advertising offers robust analytics to track the performance of your ads, helping you understand your return on investment.
Features of Google Maps Ads
Google Maps ads offer a range of features to help businesses maximize their advertising efforts:
Promoted Pins: Promoted Pins are perhaps the most visually striking feature of Google Maps ads. They allow businesses to stand out on the map with distinctive markers, different from the standard red pins. These pins can be customized with your business logo or a unique icon, catching the eye of users as they navigate through Google Maps. Whether someone is searching for a specific service or just browsing their local area, Promoted Pins help ensure that your business gets noticed.
Featured Customer Reviews: Customer reviews are a powerful tool in influencing potential customers’ decisions. Google Maps ads take advantage of this by featuring customer reviews prominently. This means that when your ad appears, it can also display ratings and reviews from your customers, providing a form of social proof that can reassure potential customers about the quality of your products or services. Highlighting positive experiences from past customers can significantly enhance your business’s appeal.
In-Store Promotions: In-store promotions are a unique feature that allows businesses to advertise special offers or discounts directly on their Google Maps listing. When users click on your business’s ad or listing, they can see any current promotions you’re offering, such as discounts, free items, or limited-time offers. This feature is particularly effective in driving foot traffic to your store, as it provides an immediate incentive for potential customers to visit your location over others.
Business Listings: Business Listings on Google Maps are detailed profiles that provide users with essential information about your business, including your address, business hours, contact information, website link, and more. When integrated with Google Maps ads, these listings become more prominent, appearing at the top of search results or with an expanded presence on the map. This ensures that when potential customers are searching for businesses like yours, your listing is more likely to catch their attention.
Local Inventory Search: For businesses that sell physical products, the Local Inventory Search feature is a game-changer. This feature allows users to see what products you have in stock before they even visit your store. When users search for a product on Google and your ad appears, they can click through to a local inventory ad that shows them the products you have available. This not only helps in attracting customers who are looking for specific items but also provides an opportunity to showcase the breadth of your inventory.
How to Start Advertising on Google Maps
Getting started with Google Maps Advertising is easier than you might think. Let’s dive deeper into the steps involved in starting your advertising journey on Google Maps. Here’s a step-by-step guide to get you started:
1. Set Up or claim a Google Business Profile: Before diving into Google Maps advertising, the first step is to claim your Google Business Profile (formerly known as Google My Business). This free listing allows your business to appear on Google Maps and Google Search, providing potential customers with essential information about your business, such as your location, hours of operation, contact information, and more. To claim your profile:
Go to the Google Business Profile website.
Search for your business name to see if it already exists.
If it does, you can claim it. If not, you can create a new one by following the prompts.
Verify your business through the method provided by Google, often a phone call or postcard to your business address
2. Create a Google Ads Account:Once your Google Business Profile is set up, the next step is to create a Google Ads account if you don’t already have one. This account is where you’ll manage all your Google advertising efforts, including Google Maps ads. Visit the Google Ads website to sign up and follow the setup process.
3. Setup Local Extensions for search ads:To have your ads appear on Google Maps, you need to set up search ads with a location extension. Location extensions display your business address and phone number with your ad text, making it easier for customers to find your physical location. To set this up:
In your Google Ads account, create a new campaign or select an existing one.
Go to the “Ads & extensions” menu and choose “Extensions.”
Click on “+” and select “Location extension.”
Follow the prompts to link your Google Business Profile.
Your ads will now be eligible to show with location extensions on Google Maps and Google Search.
Choose Your Campaign Type: When setting up a new campaign in Google Ads, select the campaign type that supports location extensions, such as a “Local” campaign.
Set Your Budget and Targeting: Determine your daily budget and targeting preferences. You can target users based on geographic location, search keywords, and more.
Design Your Ad: Create your ad content, including text, images, and any specific call-to-actions you want to include.
Monitor and Adjust: Once your ads are running, use Google Ads’ analytics tools to monitor performance and make adjustments as needed.
How Much Do Google Maps Ads Cost?
The cost of Google Maps advertising can vary widely based on several factors, including competition in your area, your target audience, and your budget settings. Google Maps ads typically operate on a pay-per-click (PPC) model, meaning you only pay when someone interacts with your ad (e.g., clicks on it). The cost per click can range from a few cents to several dollars, depending on the specificity of your targeting and the demand for the keywords you’re bidding on.
Budgeting wisely and setting a maximum bid for clicks can help manage costs while ensuring your ads reach your intended audience. Keep in mind that the effectiveness of your ads is not solely dependent on how much you spend but also on the relevance and quality of your ad content.
If you’re aiming to enhance your online visibility, consider connecting with SOMO. Leveraging our proficiency in digital marketing, SOMO can guide you through the nuances of optimising your Google Business Profile, alongside other essential digital marketing channels.
Mario Di Pierro
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