Ads on Google Maps: A Beginner’s Guide to Effective Campaigns

Maximize Visibility with Ads on Google Maps A Beginner's Guide to Effective Campaigns featured image
Maximize Visibility with Ads on Google Maps A Beginner's Guide to Effective Campaigns

Interested in how ads on Google Maps can boost your business’s foot traffic and visibility? This article dives straight into the essentials of Google Maps advertising, providing you with actionable steps and strategies to capture the attention of potential local customers and stand out amidst competitors.

Key Takeaways

  • Google Maps Ads enable businesses to increase their visibility by using promoted listings, interactive features, and targeting local searches on Google Maps and Google Search.
  • Setting up Google Maps Ads requires a verified Google Business Profile linked to a Google Ads account and employs location targeting to reach customers near the business.
  • Ongoing optimization of Google Maps Ads campaigns is critical for success, involving keyword research, the use of ad extensions, and continuous performance monitoring to drive more traffic and customer engagement.
Understanding Google Maps Ads

Understanding Google Maps Ads

Google Maps Ads are promoted Google Business listings that surface during a location search on the Google Maps app, aimed to increase visibility and attract potential customers. These ads, a part of google maps advertising, are financed by businesses and use a variety of interactive features–such as tap to call or directions–and are shown when users search for businesses, services, or products on Google Maps or Google Search.

The primary advantage of Google Maps ads for businesses lies in their ability to boost visibility, thus drawing in potential customers – a factor vital for sustained growth. Restaurants and local stores, which mainly rely on foot traffic for sales, can particularly benefit from the targeted and local nature of Google Maps Ads. This is especially important for local businesses, as Google Maps marketing can significantly drive foot traffic and increase online visibility.

Types of Google Maps Ads

Promoted Pins, Search Results Ads, and In-Store Promotions are the three types of Google Maps Ads that businesses can leverage to enhance their visibility. Promoted Pins are bolded pins on Google Maps that help businesses stand out without users having to search for anything specific. When clicked, these Pins provide additional information such as the business name, address, phone number, and website, and are marked with a distinct purple color rather than the standard red.

Search Results Ads in Google Maps can greatly enhance the visibility and conversion potential for local businesses by utilizing interactive Google Local Search Ads that direct prospects to a landing page, all within the Google Search Network.

On the other hand, In-Store Promotions, displayed on a business’s Google My Business page, offer special deals or discounts to attract potential customers and drive foot traffic.

How Google Maps Ads Work

Google Maps ads work by integrating with Google Ads, using location assets, location targeting, and local keywords to display ads at the top of search results. To create Google Maps ads, a business integrates its campaign with Google Ads through location assets, updates to a Google Business Profile, location targeting, and optimizing local keywords.

Google Maps ads use a cost-per-click (CPC) model, and the google maps ads cost varies depending on the size of the business and the scope of the ad campaign.

Optimizing Google Maps Ads campaigns involves:

  • Evaluating keywords
  • Ad copy
  • Bid strategies
  • Targeting options
  • Selecting the right keyword match types to align with marketing goals.

Upon clicking a Google Maps ad, potential customers are directed to the business’s local page that provides detailed information such as services, products, and hours of operation.

Setting Up Your Google Maps Ads Campaign

Setting Up Your Google Maps Ads Campaign

The process of creating Google Maps ads necessitates the creation of a Google Ads account and a Google Business Profile with the same email address. This setup involves verifying and optimizing your Google Business Profile and applying location targeting. Undertaking this setup process is a key step for businesses looking to kickstart their advertising on Google Maps. Once you have a Google Ads account, you can link it with your Google Business Profile, which is mandatory for using location extensions.

Search ads must be running as a prerequisite to create ads on Google Maps; these will serve as the foundation for visibility on the Maps platform. The setup process also involves employing location targeting with bid adjustments to increase or decrease ad frequency based on user location, thereby optimizing ad visibility to people near the business.

Claim and Optimize Your Google Business Profile

Your Google Business Profile constitutes your business’s digital identity on Google. Therefore, it’s paramount to claim and optimize it for the accurate display of information, photos, and reviews in search results and on Google Maps. A business’ name, address, and other relevant information from its Business Profile should appear in search engine results and on Google Maps when users view its pin. Optimizing your Google Business Profile is also a crucial step in creating Google Maps ads.

To ensure a business ranks for specific products or services, the business must include them in its Google Business Profile and website. High-quality reviews can significantly impact a business’s local ranking on Google Maps and aid in distinguishing it from competitors.

Create a Google Ads Account

The creation of Google Maps ads necessitates possession of a Google Ads account. To set up a Google Ads account, you need to add and verify your business through Google Business Profile. Once you have a Google Ads account, you can link it with your Google Business Profile, which is mandatory for using location extensions. Creating a Google Ads account is a crucial step in the process of creating Google Maps ads.

Linking Google Business Profile with Google Ads enhances ad relevancy with features like location extensions. This setup process is a prerequisite for starting to advertise on Google Maps and paves the path for your business to reach potential customers at the right time and place.

Implement Location Targeting

The implementation of location targeting in Google Maps Ads is instrumental in connecting with the appropriate audience and elevating ad performance. Businesses can effectively target individuals searching for nearby businesses by leveraging the reach of Google.com and Google Maps.

To add a location extension to your Google Maps Ads, follow these steps:

  1. Access the ‘Ad & Extensions’ section.
  2. Click on the plus sign to add a new local extension.
  3. Select your Google My Business profile to confirm the local extension.

This process ensures that your business is visible to potential customers who are in the vicinity and are looking for the services that your business offers.

Enhancing Your Google Maps Ads Strategy

Enhancing Your Google Maps Ads Strategy

Google Maps Ads isn’t a platform to set and ignore; its effectiveness hinges on consistent monitoring and optimization to yield the desired outcomes. Selecting specific keywords, utilizing ad extensions, and monitoring and adjusting campaign performance are some of the strategies to enhance your Google Maps Ads campaign, especially for local businesses aiming to improve their visibility and engagement.

Keywords play a critical role in generating relevant and valuable leads, emphasizing their role in attracting the right audience for Google Maps ads. Grouping keywords into ad groups based on specific product categories or services can create more targeted ad experiences. Regular monitoring of keyword performance is necessary to identify the most effective keywords and refine ad targeting strategies.

Keyword Optimization

Keywords should align with customer search intent, achieved by focusing on customer-centric categories representing the business. Selecting keywords pertinent to the business’s location and the local search queries enhances the performance of Google Maps Ads.

Conducting ongoing keyword research and updating the campaign with new keywords are essential for adapting to evolving search trends. Competitor analysis is a useful tool for identifying content gaps and optimization opportunities in the Google Maps Ads keyword strategy.

Utilizing Ad Extensions

Ad Extensions can significantly enhance Google Maps Ads by providing additional information, improving click-through rates, and contributing to a higher ad rank, potentially decreasing the cost-per-click. Ad extensions do not incur additional costs beyond the original ad spend, making them a cost-effective option for providing more information and potentially saving money.

By using ad extensions, businesses can increase the amount of ad space, enabling key details such as contact information and unique selling propositions to be included directly in the ad. Callout, sitelink, call, structured snippet, and lead form extensions provide potential customers with more ways to interact with the business and streamline the conversion process, thus gathering more qualified leads.

Monitoring and Adjusting Campaign Performance

Constant monitoring and timely adjustments informed by performance data are key to sustaining and enhancing the effectiveness of Google Maps Ads campaigns. Understanding and tracking the types of clicks, such as location detail clicks, direction clicks, and mobile clicks-to-call, is important for refining ad strategies.

Performance data such as click types allow advertisers to:

  • Hone in on which aspects of their ads are driving desired outcomes, like generating calls or directions to the business location
  • Analyze data to make informed campaign adjustments
  • Continuously improve their ad performance
  • Ultimately drive more traffic to their business.
Leveraging Additional Google Maps Features

Leveraging Additional Google Maps Features

Google Maps offers additional features that businesses can leverage to enhance their advertising efforts, including In-Store Promotions and Local Inventory Search. By utilizing the Google Display Network, Local Inventory Ads on Google Maps promote in-store inventory and offer store pickup options to nearby customers searching online.

When customers click on a Local Inventory Ad, they arrive at the local storefront page, the Google Business page, or a specific landing page, which includes details about the product and store. Businesses can also leverage promotions on Google Maps by using special promotion assets or utilizing promotions available in Google Merchant Center, enhancing visibility to people searching nearby.

In-Store Promotions

Google Maps allows businesses to display in-store promotions directly on the map, these can include visible logos and special offers like coupons and sales which helps get in front of targeted customers at critical moments. For example, O’Reilly Auto Parts’ and Best Buy’s Google Maps ads are examples of successful campaigns, the former highlighted a limited-time offer while the latter drove customers to take advantage of an offer for in-store pickup.

To increase foot traffic, local search ads targeting nearby customers can be created, and the use of location extensions can provide users with easy access to maps and contact information. These promotions act as a powerful tool in Google Maps Ads by providing tangible benefits that customers can appreciate personally.

Local Inventory Search in Google Maps Ads enhances the shopping experience for customers by making it easier for them to browse available products from local retailers. Core benefits of Local Inventory Ads include showcasing products at the top of ‘in-store’ results, ultimately designed to boost sales and increase foot traffic to physical stores. By utilizing a local search ad strategy, businesses can further optimize their presence on Google Maps.

Using Local Inventory Search ads and Google Shopping ads is an effective strategy to promote products and store information to nearby customers searching in Google Maps. Businesses can showcase their inventory in real-time to potential local customers by regularly updating the local product inventory feed with current item prices and availability.

Case Studies Successful Google Maps Ads Campaigns

Case Studies: Successful Google Maps Ads Campaigns

Various industries have witnessed successful outcomes by employing Google Maps Ads campaigns as a tool to amplify visibility and foster customer engagement. Customized ad features implemented by businesses such as:

  • Bojangles
  • Red Lobster
  • Circle K
  • Medieval Times

resulted in tangible outcomes such as direct purchases, table reservations, instant communications, and increased online inquiries.

For example, Lowe’s Foods linked to a store directory, Grand Atlantic offered room availability checks, and Firestone provided appointment booking through their respective Google Maps ads. A comprehensive assessment of Google Maps Ads campaigns reflects a positive uptick in business inquiries, website visits, and overall engagement when targeting specific customer searches.

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Summary

Summary

Google Maps Ads is a powerful tool that businesses can leverage to increase their visibility and engage with potential customers. It offers a range of features and strategies, including Promoted Pins, Search Results Ads, In-Store Promotions, Local Inventory Search, keyword optimization, ad extensions, and performance monitoring. By setting up a Google Maps Ads campaign, businesses can reach the right audience, improve ad performance, and ultimately drive more traffic to their business.

That! Company provides white label SEO and white label PPC management for agencies, offering comprehensive and customized digital services, transparent pricing, and expertise in digital marketing. With the right strategies, continuous optimization, and effective utilization of additional Google Maps features, businesses can maximize visibility and attract potential customers, leading to growth and success in the competitive business landscape.

Frequently Asked Questions

Frequently Asked Questions

What are Google Maps Ads?

Google Maps Ads are promoted Google Business listings that appear during a location search on the Google Maps app, designed to boost visibility and attract potential customers.

How do Google Maps Ads work?

Google Maps Ads work by integrating with Google Ads, allowing businesses to use location assets and local keywords to display ads at the top of search results. This can increase visibility for local businesses.

How to set up a Google Maps Ads campaign?

To set up a Google Maps Ads campaign, you need to create a Google Ads account, optimize your Google Business Profile, and utilize location targeting for better reach and engagement.

What are the additional features of Google Maps that can be leveraged in advertising?

You can leverage additional Google Maps features in advertising, such as In-Store Promotions and Local Inventory Search. These features can help businesses reach local customers effectively.

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