Google have new integrations of AdWords and Analytics into Google Maps. These changes will affect how businesses use Maps to reach consumers and in turn, how and where consumers choose to shop, eat and more.
The new Google Maps ads are designed to help businesses be more visible at moments when consumers are searching online (particularly on a mobile device), driving more foot traffic to your physical location. These include promoted pins, in-store promotions, customizable business pages and local inventory search.
One new feature that Google will soon be releasing is promoted pins. These branded pins help you stand out to people who are viewing Google Maps nearby. Maps users may also start to see promoted pins for nearby coffee shops, fuel stations or restaurants along their driving route. Local business pages are also changing: Google is implementing the ability for businesses to highlight current specials along with the ability to browse product inventory. The aim of this is to encourage consumers to explore a store before they even arrive.
The flip side of this innovation is that your competitors could pay to appear on your application’s map. With the addition of ads and promotions on Google Maps, businesses may look at the Google Maps Premium Plan to control what is shown on Google Maps across their websites and apps.
Controlling what is shown on their maps, businesses can avoid leading a potential customer to discover a competitor’s store nearby or prevent competitor’s advertisements from appearing on the maps.
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