Using Google Maps on a mobile device has become an integral part of most of our daily lives. Over one billion people use Google Maps every month. Now, with proper PPC management, local business owners have the opportunity to take advantage of this incredible pool of potential customers to drive business to their brick-and-mortar store. Now, if a Google Maps user performs a search, ads for nearby businesses of that type will appear at the bottom of the screen. These results include a title, ad text, and a link for directions to your store.
When a user taps the ad or swipes upward, they will see additional information about your business, such as business hours, a link to your website if available, and options to Call, Save Location, or Share Location. Standard Cost-Per-Click charges apply. An additional CPC charge will also apply if a user clicks to call your business. However, Saving or Sharing the Location or getting directions to your business will not incur any additional charges.
Once your ads are set up, a new feature in your Google AdWords account allows you to see data for these types of clicks. Called “Get Location Details,” you can see the number of clicks, or times someone swiped or tapped the ad, impressions, Click-Through-Rate, Average CPC, Cost and Average Position. In order to view this data, click on the Campaigns tab in your AdWords account, then choose the drop-down menu in the Segment tab and select Click Type. You can also view the number of “free clicks” (action to Save Location, Share Location or Get Directions) in the Dimensions tab by selecting Free Clicks.
In order for your ad to be eligible to be shown, you must have Location Extensions enabled in your AdWords account. To add a Location Extension, click the Ad Extensions tab in your campaign. You can either select an address from an existing Google Places account if you have one, or manually enter your business address or addresses.
You must also be opted in to advertise with Google Search Partners in your campaign network settings. To do so, go to the Settings tab of your campaign, and click Edit next to the Networks setting. Make sure the box next to Include Search Partners is checked.
Ads for Google Maps are just another powerful tool at your disposal. Why not take advantage of the opportunity to turn Google Maps users into new customers?