Advertising on Google Maps. Its importance in the search process

What is Google Ads on Google Maps?

Google Maps ads is one of the systems available for the campaign Google Ads. They involve displaying personalised information to users about what they are looking for in a particular area. For example, if they want to eat lunch and they type the phrase „restaurant” into the search engine, the map shows them the establishments that operate closest to their current location.

To ensure that search engine advertising leads to customer attention, it is worth promoting your business at the Google business card level. It displays in both the browser search results and Maps. It contains basic company data, including:

• name;
• category of activity;
• location - a so-called pin can be placed on Maps to pinpoint the precise location where products or services are sold;
• opening hours;
• contact details, including telephone number;
• website address.

Your Google My Business card can also include images of your premises. If you are in the service sector, it is worth adding a brief description of each service you offer.

Remember that such a business card will only allow you to present your own offer. If you want to reach new customers faster, invest in a Google Ads. This is a paid advertising system that will allow the display of local search advertising. This will make you more recognisable, which will help you build a trusted audience faster.

How does advertising on Google Maps work?

Ads on Google Maps will allow users to display data about your business when:

• they will type in phrases related to your business - if you have a car workshop, it could be „car service” or „vehicle mechanics”, while if you are in the computer repair business, example phrases include „laptop service” or „repair of a faulty graphics card”;
• are located in the vicinity of your premises - users can also find you by typing the city or district into the search engine.

As far as Google Maps is concerned, the advertisement presents not only basic data about the company (name, opening hours, etc.), but also customer opinions about it. In addition, it allows you to quickly map your route to your business - no matter whether you are travelling by car, public transport, bicycle or on foot. On a Google business card, you can include not only text and images, but also multimedia. The more attractive the content, the greater the chance of attracting local customers.

Why is a Google business card a beneficial solution for you?

Your brand recognition depends on your presence on Google Maps. Advertising on Google Ads with your Google My Business card will help you reach your customers - they will simply know that you are active in the area, selling specific products or providing specific services. This way, if necessary, they will quickly find you and take advantage of your offer.

Advertising in Google Maps is a must, The website can be used to promote your products or services if you sell stationary and your target audience is local residents or visitors, such as tourists. This is an excellent way to promote accommodation and catering facilities, retail shops or service companies (tailors, hairdressers, cleaners, etc.), among others.

Increasing the online visibility of the business

Even if you only have a stationary business, it is worth taking advantage of the opportunities offered by the Google ecosystem. By advertising on Google Maps, your the company is visible on the web. Remember that a large proportion of customers first look for suitable providers online and only then visit specific establishments, especially those that have been positively reviewed by other users. Therefore, you need to have an online presence so that potential customers know that you are active in the market.

You may be interested in: Local SEO for small businesses - the basics

Increase in customer numbers and sales levels

As many as 76% people searching for a product locally on the same day visit a company that meets their requirements. Google search will help you reach users for whom the online channel is the primary source of information. The result will be an increase in the number of customers and sales levels, and therefore profits.

Advertising on Google Maps is a way to present your company as a reliable partner

There is a high probability that a user will visit that company which has a professional Google business card and whose adverts are high up in the search results. By advertising online with Google Maps, you can promote yourself as a reliable partner worth working with. This is an important factor in gaining a competitive advantage in the market.

How do I set up a business card on Google Maps?

In order to appear on Google's advertising network, the first step you need to take is to set up a Google business card. You need to log in to Google Maps and then use one of 3 ways.

• Enter your company address in the search field and click on the „Add your company” button.
• Using the right mouse button, select the desired location on Maps and then press „Add your business”.
• Go to the menu in the top left corner and select „Add your company”.

In order to make your company visible online to local residents, you still need to verify your business card. To do this, you need to enter the code sent by email or SMS.

Launching a Google Ads campaign - how to do it?

Google's advertising network will allow you to reach your customers effectively with Google Ads. It will enable you to expand your location so that users can find you more easily. You can run your advertising campaign on Google Maps. To do this:

• create Google Ads account;
• Click on the „Campaign” button;
• select „Local services” or „Traffic” and then tick the option to advertise the company on Maps;
• name the campaign and define its budget and duration.

With your Google Ads account, you can also set the location of your campaign and the format of your adverts. In addition, you need to select a target group.

How much does it cost to advertise on Google Maps? Is it free of charge?

Setting up a Google business card is available for free. The company's business card usually appears up to 24 hours after passing verification. A Google Ads campaign, on the other hand, is paid. The cost depends on the reach and type of ad, as well as the keywords and the level of competition in the market. Payments are either per click (CPC) or per display (CPM).

Advertising your business on Google Maps - what should you keep in mind to succeed in the market?

If you want to make a name for yourself on the local market, use Google Maps in a professional manner. Take care of:

• regular addition of photographs presenting the company's offer;
• updating the business card if, for example, the opening hours have changed;
• responding to customer feedback, even if it is negative - in this way you show that you act transparently and want to continuously improve the quality of your offering;
• valuable and original content included in the business card - it must not be a duplicate, which could lead to a decrease in the visibility of the business card in the browser;
• Consistency of the NAPs with the information provided on the business card, which will make it appear credible - NAPs are company details found in online directories, for example.

Even for stationary-only activities, you need high-quality website. Professional SEO optimisation, including the selection of appropriate keywords, the use of internal and external linking and the implementation of effective security measures such as an SSL certificate. It is advisable to entrust these activities to a specialised marketing agency, which increases the chances of you promoting your business faster and gaining customers.