Seeing ads in Google Maps isn’t anything new, but Google is making it easier than ever for brick-and-mortar businesses to advertise themselves to people using the location-based service.
As DigiDay reported last week, Google has expanded its Local campaigns and product so when users get directions using Google Maps, it will bring up promoted pins along the way.
The company is also expanding ‘local actions’ to make them available for a wider range of businesses, so advertisers can make it easy for users to call their businesses directly, or get driving directions more easily.
Oren Naim, Director of Product Management for Google Maps, said the company wanted to create a useful experience that:
” doesn’t get in the way of what that user is trying to do with the application.”
Each of these new features helps businesses extend their reach with ads they’ve purchased from Google, encouraging people to visit them in-store or on-location.
This applies to Maps, Search, Discover, YouTube, websites and other apps.
The company uses IP addresses, device locations or terms in their searches to serve up relevant promoted pins.
If a user allows Google to track their location, it can show them local businesses in their area in real time but can also make suggestions based on their location history.
There is no doubt location-based advertising is evolving. There are so many possibilities, it feels like these new features are just scratching the surface.