We all know how difficult it is to bring foot traffic to your local shop. In this digital age, and especially in this COVID Era, it is getting easier to purchase online and have it delivered than roaming the town looking for an item. But all hope is not lost. Before you give up, Google map is here to give you some competitive market opportunity.
Recent numbers from Google show that about one billion people around the world have downloaded Google Maps and use it to reach 1.5 billion destinations each year. Where this matters to you as a business is a newer update to Google Maps called Promoted Pins. This advertising feature hopes to bridge the sales gap between online and foot traffic by offering exclusive listing options to local businesses. In this article, we will look at the many ways you can use Google Maps Promoted Pins to localize your sales and drive traffic like never before!
Let us start with the definition of promoting pins. Promoted Pins on Google Maps allow you to target users directly on Google Maps based off of searches for not only business types but products people are trying to find as well! For example, if I was to search for loudspeaker Digital in Accra I would get the following pin type below. Which is a typical red pin. However, searching for Walgreens, for example, would give you the purple pin. And that is what we are focusing on now.
A map with red pin
On top of finding a location for someone to visit, Promoted Pins allows your businesses to do the following:
- Offer small coupon-based deals for the searcher depending on their search
- Allow customers can also check the promoted listing for offers or browse through the business’s current inventory before making a stop in. To display your local inventory information, you will need to let Google know about it first (here’s how you can do that).
- List customizable pages that users will be taken to every time they click on their ad. You can put your phone numbers, addresses, website, photos, directions, and more on this page
Similarly to PPC search ads, Promoted Pins are basically a local version of paid search ads specifically crafted for Google Maps where you can “pay to rank.” You can use them to get your business front-and-centre when a person is using the application to find a local business.
A map with a promoted pin
Who Should Use Google Maps Promoted Pins?
- If your business is highly dependent on local, location-based sales, consider setting up some Promoted Pins.
- If your business is the type of store that people often find from a Google Map search, you should highly consider it.
So, you might be thinking to yourself, I already advertise on Google, so why would this feature matter to me? Well, according to a current Google Local study, 30% of all mobile searches are local queries relating to a location and that trend for those types of search is growing! In fact, it’s more than doubled in the past year of people searching things like: “store nearby or stores open now…” Google found that 76% of those type of localized searches will result in people visiting that business within 24 hours of their search.
How to set up Promoted pins
Now that you have an understanding of how Promoted Pins work, you might want to start getting set up today, and lucky for you, it will only take a few minutes!
You don’t have to be a Google Ads expert to get these Promoted Pins up and running! A quick checklist of how to set Promoted Pins includes:
- Verifying your business with Google
- Turn on location extensions for Google Ads (in the ad extensions tab)
- Update your Google My Business listing
- Target a location(s), increasing bids for locations near your business
Target keywords that relate to your business/location and what people lookup in your area—this could be brand terms of your competitors or more generic keywords related to your service. Loudspeaker is a digital ad agency committed to helping brands reach their full potential. Want to outsource the task? Give us a call or WhatsApp us today on 0245600275/0500002994 to get started. Spread the word, let businesses get access to this opportunity today.