Google Maps Ads – A simplified guide for businesses.

In today's digital business world, reaching local customers is more important than ever. With the increasing use of smartphones and navigation apps, Google Maps has become an essential tool for consumers to find nearby businesses. That's where Google Maps ads comes in, providing businesses with a unique opportunity to get in front of potential customers the moment they search for the products or services they offer.

What are Google Maps ads?
Google Maps ads, also known as local search ads, are essentially promoted business listings that appear directly on the Google Maps app. When users perform a location-based search, such as a search for "restaurant near me" or "clothing store in the area," Google Maps ads highlight relevant businesses in search results. Not only do these ads appear in the results list, but they can also appear as promoted pins directly on the map, drawing more attention to the business's location.

These ads have the ability to display detailed business information, such as hours of operation, customer ratings, images, and even live inventory of products. They also provide intuitive interactive options for users, such as clicking to connect to the store, getting step-by-step directions, or visiting the business's website. These features make Google Maps ads a powerful tool for attracting potential customers and converting them into actual store visitors.

How do Google Maps ads work?
To understand how Google Maps ads work, we need to realize that they rely on the integration of several elements to ensure their effectiveness. There are three main inputs that contribute to the successful operation of these ads:

  • Business Profile and Location Assets:  The Google Business Profile is  the cornerstone of Google Maps ads. This file must be complete and accurate, providing basic information such as the business's physical address, opening hours, phone numbers, photos, and any other relevant details. This information is used to create and show the ad to users. Site assets, which link your physical location to your Google Ads account, are also essential to enable your ads to appear in Google Maps.

  • Local store inventory data is optional: For retailers, local store inventory data from Merchant Center can be combined  with Google Maps ads. This optional feature allows businesses to display in-store products directly within the ad, providing shoppers with valuable information before they visit the store and increasing the likelihood of a purchase.

  • Store Goal Max Campaign:  Google Maps ads are typically managed through Google Ads'  Performance Max  campaigns.  These campaigns are specifically designed to achieve store goals, and use Google's AI to optimize bids and creatives across all Google channels, including Google Maps. A medium daily budget and a smart bid strategy are set to ensure maximum results.

When a user performs a locally intentioned search, such as a search for "coffee shop near me," Google's advertising system detects that intent. Websites of businesses associated with the campaign enter a real-time auction to determine which ads will appear. Winning ads can appear in four main placements:

  • Promoted pins on the map: They appear as distinctive pins on the map, often in a different color or have the logo of the business, making them stand out from organic pins.

  • Map Search Ads: Appear at the top of the list of results when you search within the Google Maps app, ensuring high visibility of the business.

  • Map suggestions in autocomplete: Appear as part of automated recommendations when a user starts typing a search query.

  • Places page ads: Appear on the business details page when a user clicks the business pin on the map.

The ranking of the ad in Google Maps is based on a combination of the usual bidding format and quality, as well as offline relevance signals. These signals include factors such as the distance between the user and the business, how well the search text matches the business information, the store's rating by customers, and how well the inventory matches if available. This means that a store with high ratings, even if it's a little farther away, can outperform a competitor closer but with lower quality.
Businesses are charged for Google Maps ads with a pay-per-click (PPC) system. This means that fees only apply when a user completes a specific action, such as clicking on location details to expand a business profile, clicking for directions, clicking to connect to the store, or clicking to visit the website. This model ensures that businesses only pay for interactions of real value.

Max Performance campaigns use a shared asset library for all the channels they serve, including Google Maps. This means that AI-generated headlines, descriptions, and images automatically qualify for your placements in Google Maps once you link the site assets, simplifying the process of creating and managing ads.

 

Benefits of advertising on Google Maps
Advertising on Google Maps is a smart investment for businesses looking to strengthen their local presence and attract more customers. With over two billion monthly active users of Google Maps, the potential for access to a wide audience of potential customers is enormous.  Let's review the main benefits of advertising on this platform:

  • Increased visibility in your Local Maps package
    In a world where local businesses are increasingly searched, visibility at the top of search results is crucial. Google Maps ads give businesses a competitive edge by increasing their visibility in the  Local Map Pack.  This bundle is a collection of local businesses that appear at the top of Google search results and Google Maps when a user searches for something "near me" or "in [city name]".
    With Google Maps ads, your business can appear as a  "promoted pin"  on the map, or at the top of the list of results, even if there are competitors that are geographically closer. This means that shoppers will see your business first, which significantly increases the chances of clicking on your ad and exploring what you offer. For example, if you own a clothing store and want to target local customers, appearing as a promoted pin on Google Maps puts you ahead of the competition, making you the first choice for shoppers.

  • Increase Qualified Visitors to Your Store
     Google Maps Ads is a particularly effective tool in converting online intentions into actual store visits. In a 2023 study conducted by Google, it was found that 91% of shoppers who made in-store purchases used the search engine before visiting the store. This underscores the importance of the digital presence of local businesses.
    Google Maps ads turn the intent to search for "near me" into a direct visit to the store. By providing options like "Get directions" and "Click to call," these ads make it easier for potential customers to reach your business. For example, when New Zealand grocery chain  Four Square  added placements to Google Maps through its Max Performance campaigns, they recorded an  additional 419,000 store visits during the campaign period. This shows how Google Maps ads can directly contribute to increasing qualified traffic to your physical store, ultimately leading to increased sales.

Google Maps Advertising Cost The
cost of advertising on Google Maps is based on the Pay-Per-Click (PPC) model. This means that you don't pay for your ad to appear, you only pay when a user interacts with your ad in a certain way. These interactions include:

  • Location Details: When a user clicks on your ad to expand your business profile and view more information.

  • Click for directions: When a user requests directions to your business location.

  • Click-to-connect: When a user connects to your store directly from the ad.

  • Click to visit website: When a user clicks on a link to your website.

There is no fixed cost for Google Maps ads, as the cost is influenced by several factors, including competition in ad auctions, the quality of your ad, and the relevance of your ad to the user's search. However, the pay-per-click model ensures that you only pay for interactions that demonstrate genuine interest by potential customers, making it a cost-effective way to attract customers.

Features of Google Maps Ads
Google Maps ads have a range of features that make it a powerful tool for local businesses:

  • Promoted pins: Allow your business to appear prominently on the map, increasing the chances of it being seen and discovered.

  • Detailed business information: Displays comprehensive information about your business, including hours, customer ratings, photos, and even real-time inventory updates.

  • Direct Calling Options: Provide users with easy ways to interact with your business, such as dial-up or get directions with a single click.

  • Precise geotargeting: Allows you to target customers based on their physical location, ensuring that your ads reach the most relevant audiences.

  • Seamless integration with your business profile on Google: Ads take advantage of the information on your business profile, reducing the need to enter data manually and ensuring consistency.

  • Leveraging AI: Max campaigns use AI to optimize bids and creatives, helping to achieve the best possible results.

How to set up Google Maps ads
To start advertising on Google Maps, follow these steps:

  • Create or update your business profile on Google: Make sure your business profile is complete, accurate, and contains all the necessary information about your business. This is the foundation for your ads to appear.

  • Link your business profile to your Google Ads account: Link your Google Business Profile to your Google Ads account. This allows Google to use your location information in your advertising campaigns.

  • Create a Max Performance Max campaign: In your Google Ads account, create a new "Max Max" campaign. When you set up your campaign, select "Store Goals" as your main campaign objective. This directs Google to optimize your ads to increase traffic to your physical store.

  • Include location assets: Make sure to add  location assets to your campaign. These assets are what connect your campaign to your physical locations and allow Google Maps to show your ads.

  • Set a budget and bid: Set a daily budget for your campaign and use the smart bidding strategies provided by Google Ads. These strategies, powered by AI, will help optimize your ad spend to maximize traffic and conversions.

Tracking your Google Maps ads
Tracking the performance of your ads is vital to ensure that they are effective and maximize your return on investment. You can monitor the performance of Google Maps ads through your Google Ads account. The main metrics you should monitor include:

  • Clicks: The number of times users clicked on your ad. This indicates how engaging and effective your ad is in grabbing attention.

  • Impressions: The number of times your ad was shown to users. This reflects the reach and visibility of your ad.

  • CPC: The average cost you pay per click. This metric helps you understand the efficiency of your ad spend.

  • Store Visits: If you've set up store visit tracking, you can see how many actual visits to your store resulted from your ads. This metric provides direct insight into the impact of your ads on actual visitor traffic.

  • Phone Calls: The number of calls made to your business directly from the ad. This shows the interest and willingness of potential customers to connect.

By regularly analyzing these metrics, you can determine what works well and what needs to be improved, allowing you to optimize your campaigns for the best results.

Google Maps ads are an indispensable tool for businesses seeking to boost their local presence and attract more customers to their physical stores. By understanding how it works, its benefits, and how it is set up and tracked, businesses can make the most of this powerful platform to achieve their marketing goals.