Local advertising and marketing through Google Maps is poised to be the next big trend for business owners. Upcoming updates are set to transform user experiences and optimize local searches on Google Maps, making it easier for local businesses to be discovered and visited.
The significance of these updates lies in how they enhance Google Maps for both users and business owners. Business owners will be able to advertise and market directly to local customers, and users will find it easier to locate businesses and deals in a specific area.
As these improvements roll out, both physical and online traffic to your storefront can increase, but you’ll need to act quickly to leverage these changes.
In response to the rise in local searches, three key updates will significantly impact the experience on Google Maps for both users and businesses. Here are three ways you can take advantage of these updates to benefit your business.
1 Utilize Promoted Pins to Advertise Location and Rank First
One of the latest features for local search advertisement is the promoted pin. Promoted pins are tied to your business location and aim to increase store traffic. These features were developed to address the 50% surge in local searches compared to other mobile searches.
Promoted pins use a company’s logo to mark locations on the map, but they only appear if the business purchases ad space. These pins are designed to blend seamlessly with regular pins on the platform to avoid being an eyesore.
Additionally, promoted pins are marked with a purple pin instead of a red one and will occupy the top spot in organic search results on the app.
Although competition for these spots may be fierce, Google restricts the number of promoted pins that can rank in a local search to two, ensuring these positions are highly coveted and more likely to capture user attention.
To get started with Promoted Pins, ensure you are eligible by following these steps:
- Enable location extensions for AdWords
- Update your Google My Business listing
- Target a location/address and increase bids for locations near your business
- Target keywords related to your location and what people search for in your area
Once you meet Google’s eligibility criteria, you can then consider ad payment, which follows the standard AdWords PPC model—paying only when someone interacts with your ad.
2 Create a Business Page to Showcase Your Offerings
Promoted pin advertisers can develop customizable business pages, providing more information about store inventory, specials, and other details that drive traffic to your storefront. These pages will include standard business information, such as contact details, and allow customers to search store inventory, avoiding wasted trips for items not in stock.
Think of a business page as a landing page. Test and optimize it thoroughly, linking back to this page in your content. With mobile usage growing, this could become one of your most crucial web pages.
3 Local Search Ads for Greater Visibility
Local extensions in AdWords let advertisers target local audiences most likely interested in their businesses. These local search ads appear on both mobile and desktop, with the Google Maps app boasting over a billion downloads, making it a significant platform for local advertising. Many users rely on Google Maps daily to find directions and local businesses.
Being a local advertiser gives you a good chance of ranking within the top two results in relevant searches, making local advertising highly effective.
The Takeaway
Google’s local search updates aren’t fully implemented yet, but these features should be on your radar. Begin by setting up your Google My Business account to optimize for local searches, allowing you to start advertising as soon as these features are fully released. These local search features, being part of a PPC platform, promise to be beneficial for driving business to your doorstep.
What are your thoughts on the Google Local Search updates? Are you excited for the promoted pins to be released? Share your thoughts in the comments section below.
Image Credits
Featured Image: Mactrunk/DepositPhotos.com
In Post Image: Thomaspajot / DepositPhotos.com
