advertising in maps: unparalleled local context by caleb donegan
Post on 05-Apr-2017
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#SMX #11C2 @CalebDonegan
• Ads served directly in the maps interface (desktop & mobile)
• Limited spots available• Depending on search, options can change• Driven by Google My Business (GMB) listing• Directions, calls, learn more are primary CTA’s
What Are Map Ads?
#SMX #11C2 @CalebDonegan
• Ads served directly in the maps interface (desktop & mobile)
• Limited spots available• Depending on search, options can change• Driven by GMB listing• Directions, calls, learn more primary CTA’s
What Are Map Ads
#SMX #11C2 @CalebDonegan
• 41% of Internet users worldwide use Google Maps services
• 1 Billion monthly users of Google Maps
• 30% of all Google searches have local intent or geographic aspect
Stats About Maps
#SMX #11C2 @CalebDonegan
• 66% of people want ads customized to their location.
• 50% of consumers who conducted a local search on their smartphone visited a store within a day.
• 18% of local searches on smartphones lead to a purchase within a day (compared to 7% of non-local searches).
Why Local is Taking Over
#SMX #11C2 @CalebDonegan
Why Map Ads?
• Not just hyper local, they’re hyper mobile• As the local pack evolves, maps are the primary focus• These searchers have purchase intent - help them find you!• Make your business stand out
#SMX #11C2 @CalebDonegan
• Geo-targeted like never before• Intent is to get searcher to location• Promotions become more powerful• You stand out amongst your
competition• Still wildly underutilized
What’s Awesome About Map Ads
#SMX #11C2 @CalebDonegan
• Physical location• New offering• Grand opening• Increased ancillary sales• You are the little guy
When to Use Map Ads
#SMX #11C2 @CalebDonegan
Don’t Forget
• Link all your Google entities• GSC will allow you to bypass Google Number for tracking
• May 20th it will be mandatory to link to GMB• Check to see if you are using feeds!
#SMX #11C2 @CalebDonegan
Make Map Ads Even More Powerful
• Make sure your GMB listing is updated...often• Day-part aggressively• Think mobile first (and only, in some cases)• Layer in additional 3rd party data
#SMX #11C2 @CalebDonegan
Change your bid strategy based on distance from location
Make Map Ads Even More Powerful
#SMX #11C2 @CalebDonegan
• 3 primary KPI’s• Driving Directions• Click-to-Call• Get Location Details
Metrics to Follow
#SMX #11C2 @CalebDonegan
• What triggered your ad? (geographic)• Where your users were? (user location)
Metrics to Follow
#SMX #11C2 @CalebDonegan
• 20+ locations? Spreadsheets may kill you.
• You need less time maintaining, more time optimizing
Scalability - The Case for Automation
#SMX #11C2 @CalebDonegan
• Grab fresh data each day - 1st and 3rd party• Trigger and deactivate campaigns while you sleep• Scale new locations and campaigns easily• Pace your budget for you• Spend when money should be spent
Local SEM Automation will:
#SMX #11C2 @CalebDonegan
• Low competition right now• The most contextual relevant search ad option• Connect to Google My Business• Optimize like crazy...use automation for the grunt work• Pay attention to day-parts and distance from location• Adjust bids up for mobile
Ads in Maps: Conclusions
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