For the past decade and a half, Google Maps (Google My Business) has provided helpful services and information for its users all over the globe. With the rise of improved local features, the Internet giant is in the position to become what industry experts are calling a ‘local ad juggernaut’ within the next several years.
In this post, you’ll learn why Google Maps is so important for businesses, and tips to implement that will ensure you’re taking advantage of this platform.
Why Has Google Opted to Make Local Mobile Search a Priority?
The notion of mobile-first optimisation is no longer a thought for the future of online marketing, and it is a crucial part of the here and now. A multitude of statistics back up the idea that mobile is a must.
Additionally, the numbers tracking the use of local search highlight a necessity for brick and mortar shops to enhance their visibility so they can increase foot traffic.
Eye-Catching Statistics Regarding Local and Mobile Search Queries:
- According to Google, over one-billion people worldwide downloaded Google Maps
- Google Maps assisted its users by locating one and a half billion places each year
- Google Maps is embedded on over four million websites
- Roughly, 70 per cent of all smartphone users report that Google Maps is their go-to app for navigation
- 76 per cent of local searches led to a customer visiting the store within 24 hours of conducting the query
- Mobile searches that include the phrases ‘open now’ or ‘stores near me’ have more than doubled recently
- Interest in local search has grown more than 350 times since Google Maps launched a decade and a half ago
- Google’s case studies demonstrated that focusing on local search provided a median extra return on investment of fivefold
- A study from The NPD Group revealed that 25 per cent of shoppers preferred using their smartphones for their Holiday shopping
- Approximately 75 per cent of shoppers surveyed by The NPD Group expected to shop online but a little over ten per cent expected to focus on local shopping and small businesses.
- Nearly a quarter of shoppers would opt to order online but pick up their order in the store according to The NPD Group’s survey
How Will These Improvements Work?
The updated version of Google Maps will make promoting your business easier and more effective. When a customer makes a local query, Google Maps presents an enhanced experience aimed at helping connect them with the most convenient places to find what they are seeking. This includes:
- Permitting Google tracking will offer pins for businesses situated along routes when customers ask for directions
- Specific searches will result in local options honed to fill customer needs
- The promoted pins Google Maps offer are a way for businesses who want to use paid search to help customers find them
- By focusing on a consumer’s location and search history, Google Maps can suggest companies that are likely to meet a customer’s needs. This saves the customer time and effort, and helps drive traffic into local storefronts.
- Google keeps the advertising as unobtrusive as possible, while promoting a focused experience
What is Google Doing With Promoted Pins?
Promoted pins on Google are an updated way that Google is working to help local businesses attain greater visibility and foot traffic via the Google Maps App.
At one time, Google started putting ads in the local business finder. Because mobile searches are consistently growing and the notion of ‘mobile-first’ optimisation is the best online strategy for businesses, Google created the promoted pin.
A promoted pin is a type of paid search advertising for local businesses that advertise on Google Maps. It appears as a purple pin icon that on the Google Map page for a local search.
This is as opposed to the standard red pins that mark the location of other local businesses. If your ice cream shop has a promoted pin, then your ad is the first result for ice cream on Google Maps. In addition to this, your store location on the local map has a purple pin to help potential customers find you.
As a pay to rank function, promoted pins have the potential to give your brick and mortar shop a significant boost in traffic. Having your ad front and centre, coupled with a directional marker, will increase visitors to your location.
What Businesses Will Google Maps Promoted Pins Help the Most?
While many businesses can benefit from using the promoted pin feature on Google Maps, the companies that will get the most benefit are:
- A specialised store that attracts a specific clientele, such as a store that sells scuba gear or a shop that carries high-end wine
- A business that depends on very localised sales, like a sports fan apparel shop near a team’s home venue
- A company that thrives on foot traffic such as a bakery or cafés
Additionally, you can specify where a user lands when they click your ad to promote your business even further. These are customisable and can include:
- Website links
- Featured events
- Give searchers exclusive deals or coupons
- Create a local inventory feed so customers can find out if you have what they need in stock
3 Case Studies Highlighting the Impact of These Features
Walgreens, the second-largest American-based pharmacy chain store, tested the idea of using Google Maps local advertising option in the summer. The test focused on promoting sunscreen and contact lens solution with Google’s targeted ads on Google Maps.
According to Walgreens’ Vice President of Media and Omnichannel Planning, Luke Kigel, the company netted twice as many store conversions as those seen with standard benchmarks.
Kigel sees Google Maps enhanced options as a potent way to deliver personalised and pertinent information to local customers. Kigel believes that Google Maps will be a great help in raising foot traffic and ease the customer’s experience at the same time.
Dunkin’ (formerly known as Dunkin’ Doughnuts) is an international doughnut shop and coffee house. In addition to a minor rebranding in 2019, the company also worked to increase store traffic by testing Google Maps.
According to Dunkin’ senior manager of media, Joslin Higgins, the coffee house used Google Maps as a way to promote a recent menu addition an espresso-based drink.
Higgins was delighted with the results as were other higher-ups in the company. Dunkin’ stores saw an 11 per cent increase in foot traffic while the promotion was in place. Higgins called the scale tremendous and noted that the doughnut shop plans on increasing the company’s investment in Google Maps by “double digits.”
Nissan is a Japanese multinational car manufacturer and dealer. According to Google’s Jerry Dischler, Nissan Automobile Dealerships located in the United Kingdom noted positive results with the Google Maps’ format.
Nissan’s dealerships saw that approximately six per cent of all mobile ad clicks led to a visit to a dealership. While the percentage may seem small, the increase adds up to 25 times return on investment.
Google Maps Also Builds Business to Business Interactions
While Google Maps has a reputation as an app that brings customers to businesses, business to business (B2B) growth is another way Google Maps help companies grow and strengthen ties with local affiliates.
Ways Google Maps Can Help Your B2B
Because of the way Google works with organising information and promoting reviews, it provides helpful information that gives other companies an enhanced sense of confidence when dealing with a new retailer in their B2B.
- Verifying – In geographical searches, Google will list the businesses judged as most reputable higher in the results listing
- Ease of Operation – With a single search, you can find a business, read reviews, pinpoint their location, visit the web site, and contact the company directly
- Reviews – While businesses who primarily operate in a business to business format may not have many reviews, and Google Maps allows the practice. Sharing a company that is a wonderful resource or alerting others to a shady corporation helps those in B2B the same way customer reviews help the business focusing on reaching customers.
- Updates – Google benefits from companies showing the most recent and accurate information available. So, updating is easy to accomplish. This helps in B2B because your fellow businesspeople can offer you up to date information.
Are You Ready to Take Advantage?
Your company can benefit from the improvements we see in Google Maps.
Generally, Google is user-friendly, but if you sense that you are in over your head when trying to set-up and maintain your Google and other SEO, consider bringing on SEO professionals to help you.