Google is introducing local services ads on its Maps app for iOS users in an effort to help advertisers generate more leads directly from the navigation platform. This expansion aims to target highly intentional users actively seeking nearby services, potentially boosting lead generation for advertisers.
The process involves Google automatically creating and displaying ads on Maps utilizing businesses’ existing local services ad data. Advertisers cannot opt out of Maps location without also pausing their search ads, which means this update could offer increased visibility on Google Maps for advertisers, exposing them to users actively searching for local services, possibly in a crucial moment of need. However, this grouping limits campaign management flexibility and budget allocation strategies, something advertisers should be mindful of.
Key details of the update include a limited release to the iOS version of the Google Maps mobile app, utilizing data from existing ads and user reviews to create ads, no additional data required from advertisers, billing and pricing remaining the same as search ads, advertisers only being charged for qualified leads, and existing offers being used for Maps ads.
Examples of these ads have been spotted on various websites, showing how Google is leveraging its local search dominance to create new ad inventory. This move could benefit local businesses by increasing visibility to potential customers searching for services while also consolidating Maps and Search ad placements.
Overall, this update presents an opportunity for advertisers to reach a new audience on Google Maps, tapping into users actively seeking local services. However, it also comes with limitations that advertisers should consider in terms of managing campaigns and budget allocations. This integration of local services ads into Google Maps represents a strategic move by Google to further monetize its popular navigation platform, potentially benefiting both advertisers and users in the long run.
Article Source
https://searchengineland.com/google-local-services-ads-maps-443396
