Yesterday, Google announced on their AdWords blog that brands have begun testing of Promoted Places in Google Maps. The test is currently running in the Google Maps app on Android devices only, and major brands involved include Starbucks, Walgreens, and MAC Cosmetics.
The concept of Promoted Places was announced back in May during Google’s Performance Summit. Promoted Places provides a way for businesses to create a customized experience for users, with features such as branded pins that show the company’s logo on the map. Alongside their store hours, directions and popular times, businesses will also be able to show information such as in-store sales, discounts and promotions when the user clicks on their logo.
According to Google, “70% of smartphone users who bought something in a store first turned to their devices for information” and “one in four of them also used a map through a web browser or an app” prior to purchase. Just as important, Google revealed during the summit that almost a third of all searches done on mobile are local based queries. With statistics like these, Promoted Places is set to become a valuable tool for retailers looking to improve brand awareness and push in-store sales.
With holiday shopping in full swing, Andrea Kaduk, the Director of SEM & Social at Walgreens, noted, “Promoted Places in Google Maps can help drive incremental store traffic and promote Walgreens as a go-to destination for small gifts. This gives us a new and different way to highlight seasonal offerings through visuals and engaging copy.”
Once more widely available, marketers will need to use location extensions in AdWords and have an eligible Google My Business listing in order to use the Promoted Places features. Want to promote your business in Google Maps but need some help? Give us a call or fill out our Get Started form