Google is expanding its advertising experience. We have new advertising opportunities on YouTube, new search engine advertising formats, and now Google introduces the possibility of advertising on Google Maps. It was only a matter of time before Google went to map ads. They are used by a huge number of users and it would be worth monetizing it. The first step was to introduce a fee for using Google maps in your application or website. Local search advertisements are another and are ideal for smaller local businesses.
What are local search ads on Google Maps?
These are ordinary text ads in Google Ads that get information from a location extension. So we are really promoting our business card created in Google My Business. At the time I wrote this article, I have not seen more ads than two above the normal Google search results. They contain the name, opinions, address and information to which a given company/object is open. The local ads are available on desktop, tablets and smartphones.
How to create local search ads on Google Maps?
Local search ads are actually text ads. However, they must meet specific requirements. In order for our advertisement to appear on Google Maps, we must first create a business card in Google My Business (https://www.google.com/intl/en_en/business/). It is important that the business card is updated and that it contains all the information (and preferably as many opinions as possible). The next step is to enable location extensions in your Google Ads account. The campaign must have location targeting (district, street or city) or bid adjustment for that location-enabled. Google also informs that you should optimize your keywords and use words with location such as “Dentists Brooklyn”.
What do we pay for in local search ads?
Here, as with text ads, we also pay for clicks (CPC). However, clicks do not necessarily have to redirect users to the website. For local ads on Google Maps, we pay for clicking on “download location information”, showing driving directions, clicking on the website and clicking on the phone number on smartphones.
Local search ads on Google Maps are designed for smaller local businesses. I think that this is a good solution for restaurants, cafes or service such as tire repair, watch repair, hairdresser, etc. With such services people most often use keywords with a location. They want to find a place close to their location. In the case of stationery stores, this may also be of use. Users are already very eager to buy online, but if they have the opportunity to approach/drive a bit from their location, they will probably do it. After all, we all like to have everything as soon as possible.
If you run a small local business, it’s worth getting interested in this type of advertising. Thanks to local search ads on Google Maps, your business will become more visible to online users. In addition, it is a chance for small businesses with small advertising budgets to compete with large companies in Google ads. The largest ones do not often use keywords with a location for specific districts or streets.