With keyword stuffing and link-building becoming obsolete, Search Engine Optimization (SEO) is taking on a new form – Google Maps Local Search Ads. So what is the impact that Google Maps ads have on your business?
The idea behind Google Maps ads is to “help businesses be more visible when consumers are searching online (especially on a mobile device) for somewhere to eat or shop ”. If you are looking to increase foot traffic to your physical location, then be on the lookout for the new Google Maps ad features that will be made available very soon.
#1 Promoted Pins
Unlike the usual red pins that you see on Google Maps, Promoted Pins include branding and logo. It is designed to stand out and convince customers nearby to visit your store to make a quick purchase.
Here is what a promoted pin looks like:
Screenshot of a Promoted Pin taken by Larry Kim. // Image Credit: WordStream
#2 In-Store Promotions
Tying in with the Promoted Pin, an in-store promotion can be listed to drive more store visits. For instance, a cafe may use a Promoted Pin to offer customers a limited one-day promotion where they can get $3 off any beverage. By showing how long the promotion lasts, this urges people to buy immediately.
#3 Customizable Business Page
Advertisers are able to customize their own local page to include details such as business hours, phone number, address, and driving directions. You may also highlight promotions specific to a store location. (Note: This page appears only when someone clicks on your Google Maps ad.)
#4 Local Inventory Search Function
Customizing your business page further, you can add in local inventory information. This allows customers to search and see if a specific item is in-stock at a store location. In order to incorporate this search function, you will need to provide Google with your inventory feed.
Next Steps: While waiting for these ad features to roll out, get yourself started by checking out this Ultimate Guide to Google Maps Marketing.
