Advertising in Google Maps? This is how the new Promoted Pins work

[jrineakter]

When searching for local businesses, millions of people use Google Maps every month. Google has already run several advertising betas within Google Maps, but there were not many choices and possibilities for advertisers. This is now changing! During the Google Performance Summit on May 24, Google introduced, among other things, the “next generation of local search ads”. I am talking about “Promoted Pins”. In this article, I will tell you everything that is currently known about this new form of advertising within Google Maps.


Why is Google making this change?
Mobile usage and search traffic have been on the rise for some time now. That is probably nothing new anymore. Mobile strategies are being rolled out by more and more parties, but a bridge between the mobile and physical world is often forgotten to be forged. During the summit, Google brought up a few more statistics to emphasize the importance of this once again:

For example, 90 percent of sales still take place in physical stores;
Of all mobile searches, nearly 30 percent are location-related;
Location-related armenia telegram number list searches also grew 50 percent faster than overall mobile searches over the past year;
More than one billion people use Google Maps;
Google searches lead consumers to 1.5 billion locations each year;
84 percent of consumers conduct local searches;
Three out of four people who search for a local store visit that store within one day. 28 percent of these searches lead to an in-store purchase.
These are compelling numbers that show the impact local searches can have on store visits and sales. As a company with a physical store or location, it is therefore very important to make yourself extremely easy to find online when consumers pull out their smartphones and start looking for you. Promoted Pins should help these companies to apply the right strategy to be more easily and better visible at the moments that matter.



The gist is clear, but what exactly are Promoted Pins? Promoted Pins will ensure that your company stands out when consumers perform a search in the area. For example, logos become visible when consumers search for something on Google Maps or they appear in the route planner. If the logo is then clicked, a discount coupon or product can be displayed.

Google used Walgreens as an example. When a consumer is looking for a pharmacy, Walgreens is displayed at the top of the search results and with its logo visible within Google Maps. In addition, a promotion is placed to get you to the store.

Where are all the Promoted Pins displayed?
Promoted Pins will appear in five different places. Within the app, on the mobile, tablet and desktop versions of Google Maps and within the Google Expanded Maps results.

Within the app, one ad with a purple ad label will be placed at the top of the organic results. For searches within Google Maps on the mobile, tablet and desktop versions, a maximum of two ads will be shown with a purple ad label. Within the Google.com Expanded Maps results, ads will be shown when visitors click on the 'more places' link. Here, the ad will have a yellow ad label.

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Image via Google

How does Google decide which ad to show?
You only have a few ad spots per search query. How does Google determine which ad is most relevant to the visitor? Fortunately, they have recently clarified this. Ads are assessed based on an algorithm that records various signals, such as.