We asked a group of people to list platforms where digital advertising can be done. Most of the responses we received were related to social media sites and search engines. What most people missed was Google Maps. We are not saying it's an underrated platform, but many people are unaware of its marketing features. Google Maps Ads is a valuable tool for all those interested in digital marketing. It is one of the effective platforms where you can promote your products and services. Today, in this article, we will talk about this only. What Google Maps Ads is, how it works, the challenges, and best practices. We will cover everything, so make sure you stay with us till the end!
Understanding Google Maps Ads
Google Maps Ads is just like any other type of digital advertising; you create an ad for your products or services, which gets displayed on the Google Maps platform. These ads can be placed in 2 ways: either you can pin it on the platform or use target metrics to make it appear in search results. The ads that get pinned are known as promoted pins, while the ones appearing in search results are known as local search ads.
Types of Google Ads
Promoted Pins
These are the ads that show up on the platform irrespective of the search. It is not dependent on any target metrics. The user will see it anyhow. You can also call these ads as sponsored ones. Usually, brands who want to stand out in Google Maps go for this kind of placement. These ads are just like the ones you see on top of Google search engine results titled sponsored.
Local Search Ads
The display of these ads depends upon the target metrics. These target metrics include keywords, demographics, user search activity, interests, etc. It works just like SEO, i.e., whenever a user searches for something that matches your ads' target metric, it will be displayed in their search results. For example, if you own a pizza restaurant and are targeting the keyword pizza delivery, your ad will be displayed to them whenever a user searches for it.
Ranking of Google Maps Ads
Now, you may wonder if these ads are similar to SEO; there would also be a ranking mechanism. Well, you are right! Your ads get ranked by the platform, which depends upon the quality of your ad and relevance with the user search query. So make sure your ads' quality and target metrics, i.e., keywords, demographics, etc., are up to the mark.
Benefits of Google Maps Ads
Online Visibility
One benefit of any digital advertising is online visibility. With Google Maps, you get this in a significant amount. The reason for this is the usage of this App. This is unlike a typical social media app that can be replaced by any other. It assists users in navigation, provides them with details of the area around them, and much more, so the traffic will surely be there, thus providing your business with much-needed online visibility.
Better Targeting
Let's be practical. It is unlikely that people far from your business will visit it to get your services. The nearby ones are the most likely to be your clients. With Google Maps Ads, you can capitalize on this by targeting users based on their demographics. Your ads will be displayed to nearby people only, and as already discussed, these are your potential clients, so ultimately, you are ensuring better and more effective targeting.
Measurable Results
Another important thing business owners get from Google Maps Ads is measurable results. How your ads are performing, what keywords are working or not, the platform gives you every possible data so that you can quickly analyze your ads' performance. This data helps you in analysis and allows you to make more data-driven decisions, improve your ad strategy, and make necessary changes to achieve better results.
Setting Up Google Maps Ads Campaign
Creation of a Google Account
The first step is creating a Google account and then linking it with Google Maps. If you already have an account, link it with Google Maps; otherwise, create one. The best part about Google accounts is that they can be linked with all its platforms. You only need to create one account that works across all Google platforms, including mail, docs, and drive.
Campaign Creation
The next thing is the creation of the campaign. Google provides you with various types of campaign options. One option is "Local Store Visits and Promotions" to encourage physical visits. There are many other options like this, so go through them and select the one that suits your needs.
After this, you need to select the target metrics. For example, if you have chosen a location, then you will need to specify the areas where you want your ad to appear. As we have already said, the nearby clients are potential clients, so try to select areas close to your business location.
The final step in campaign creation is the crafting of the ad. The ads' quality is one of the factors that determines its ranking, so make sure you create a compelling ad copy that is visually stunning to attract potential clients.
Choose the Ad Format
Promoted Pins
This ad format suits business owners who will get visitors irrespective of location. For example, adventure park owners can go for promoted pins as people are likely to visit it even if it is far away. The promoted pins format can easily raise awareness for the adventure park.
Local Search Ads
This ad format suits business owners who want to target local people. For example, cafes, restaurants, and hardware shop owners can go for local search ads as it will make their ads appear in nearby people's search results who are their potential clients.
Common Challenges Faced by Businesses with Google Maps Ads
Visibility Issues
It is one of those challenges with all types of digital advertising. While it's a smart move to utilize Google Maps Ads, it's important to note that visibility can be an issue due to their widespread use. You have to compete with many ads on the platform.
The only way to counter this is by making the ad more attractive. Your advertisement can stand out even in a crowded market with the help of attractive visuals and concise information. So, we can say that creativity is the best solution to visibility issues.
Negative Reviews
We know you will give your best and ensure every client gets the kind of service or product they want. But still, there are chances that despite you giving everything, some of them still need to be satisfied, which will make them leave negative reviews on your business profile. It's a universal thing; negative reviews are everywhere. Instead of ignoring them, addressing them is the best way to handle them.
For example, if someone has commented that your service is not up to mark, reply to them with the assurance of improvement. This will show your professionalism to other visitors and improve your image in front of the critics. A win-win situation!
Budget Constraints
The most common issue in all industries. No, seriously, this issue is almost everywhere! Every business owner needs help with an advertising budget and is looking for a rock-solid solution. To deal with budget constraints, always start with the basics. Don't go all gun blazing in advertising. Take small steps to see how your ads perform, make necessary changes, and increase your budget only for those campaigns that provide your results. Overall, always remember that you should not invest heavily in trying or experimenting with advertisements; do it only when the performance is there.
Best Practices and Tips For Google Maps Ads
Optimize Google My Business (GMB) Profile
Google does half of the work. It provides you with a platform to briefly tell people about your business. Now, deciding how much you want to tell people is up to you. The equation here is straightforward: the more you write about your business in the Google My Business Profile, the better it will be.
Yes, some fields will be marked as optional, but do you really think it is not important? If not, then why has Google mentioned it? See, the thing here is that it is marked as optional so it doesn't restrict the business owner from creating a GMB profile. Otherwise, it is always advised to fill in all the fields.
Google knows what audiences want and what is better for your business growth, so trust it and try to provide every piece of information, even if it is optional. This is how you will optimize your Google My Business profile.
Customer Engagement
Positive or negative reviews, it doesn't matter what it is. You have to engage with them. Address the negative ones and show gratitude for the positive ones. This customer engagement is critical as it shows your importance to your clients.
It is very easy to ignore the reviews, but what will happen then is that the new visitors will think that the business doesn't care about the customer reviews, and they, too, will not leave any reviews on your profile. This will eventually affect your ranking as Google uses customer reviews to do so. Also, the ones who have left reviews are not likely to revisit because of this ignorance. Overall, not having a customer engagement will cost you a lot, so make sure it doesn't happen from your side.
Stay Informed
The only constant is change! Every platform will evolve at some point, and so will Google. They will change their algorithms, policies, features, and much more; you must be aware of all these changes. The reason for this is that whenever anything changes the platform, it affects everything in it. For example, If Google changes its algorithm, the ads' ranking and visibility will also be affected, so to avoid this, you have to stay informed!
Continuous Optimization
It's been said to stick with things for a while and give them time to grow, but in advertising, you have to keep one thing in mind, i.e., the clock is ticking! You have to keep a close on the ads' performance and, whenever required, have to optimize it.
Conclusion
There is no ranking of platforms when it comes to digital marketing. Choosing the right platform is critical to achieving your goals. Each platform has its features and capabilities, and choosing one that aligns with your needs and preferences is crucial. Business owners who rely on physical visits from customers should surely give Google Maps Ads a try. It provides various options for campaign and ad placement and gives you various analytical tools to optimize the campaign at regular intervals. Utilize these tools to their fullest and grow your brand's digital presence.
