You've probably seen it coming, and now Google has finally taken the plunge as local adverts are now set to make their way to Google Maps.
On Tuesday, May 24, in a blog post, Google announced that it was investing its energies on "branded, customized experiences," which would aid businesses in increasing their store visits.
The redesign of AdWords can help marketers succeed in a world dominated by mobile. Given how a third of all searches on mobile is also location-based, Google is looking to ride this trend and connect marketers with users who are constantly on the move in any city.
The local search ads are being introduced across both Google Maps and Google.com. The search ads will appear on not only the mobile version but also the desktop version of Google Maps and act as a powerful tool for luring consumers who are nearby.
"Ads on Google Maps make it easy for people to contact, find, and make their way to your business location," notes Google.
Marketers or businesses who deploy the location extensions will have the ability to showcase the location of their business when a prospective consumer searches for "cake shop" or "grocery store" near them, for example.
Moreover, users will be able to distinguish between a location that is being endorsed (i.e. a Promoted Pin) vis-à-vis a regular one, thanks to the pins on the map. The text "ad" will also appear on the screen's bottom.
"Maps users may start to see promoted pins for nearby coffee shops, gas stations or lunch spots along their driving route. Local business pages are also getting a brand new look — to encourage consumers to explore your store before they even arrive, we're adding new features like special offers and the ability to browse product inventory," revealed Sridhar Ramaswamy, Google's SVP of ads and commerce.
Google is also bringing in "expanded text ads" in its AdWords, which will allow marketing mavens to get additional advertising space. This will help them share more information on their services and products prior to a user clicking on the same.
Google is optimistic of the success of local search ads in Google Maps. Whether the Promoted Pins will be successful in marketing a business as desired remains to be seen.