The map service Google Maps It is one of the most used developments of the Mountain View company, along with Gmail and the search engine itself (obviously, we do not count Android in this segment). The fact is that news has just been announced for this development that has to do with advertising. We tell you.
And, these, are not others that are added a greater amount in Google Maps From now on, searches performed with this development will include a new advertising format called “pine(which is simply the appearance of ads in card form that Mountain View believes are tailored to each user's needs). The fact is, this addition may not be to everyone's liking, especially for those who generally don't see the inclusion of this type of content as useful. The promoted “pins” highlight relevant businesses based on the query and location..
Of course, it should not be forgotten that this company has its highest income from advertising, so it is logical that it explores all the options so that this is the largest possible -sometimes, this ends up becoming something that leads to intrusion -. And, furthermore, in the free services you have, such as Google Maps, this is much more remarkable. Monetization of free products relies on non-intrusive formats within the search experience.
Oficial announcement
This is something that should be clear, since on the platform AdWords from Google itself is where the arrival of the new advertising in the map service has been announced, either in web format or in the application for mobile devices. Therefore, with the arrival of new versions and the corresponding activation of the functionality, the appearance of more advertising on Google Maps will be a reality - and this is something that will not take long to occur, if everything is not active in your region. -. Activation may be phased in by country and account type.
And where is the new advertising included? Well the cards appear in searches of a location, together with the specific information of the address and before the recommended places. In this way, and at least for the moment, in Google Maps nothing is put that annoys the turn-by-turn navigation or the image of the three-dimensional map itself that already exists for many cities. That is to say, that of the evil ... the minor, since it is not especially intrusive. Step-by-step navigation remains ad-free.
If you are a regular user of Google Maps, as for example I am especially now that it is possible to download the maps to use them offline, you should know that you will see more publicity when using this development. And, this is logical, there is no doubt, but it is still a reason that can do much to value Other options market. Offline mode does not alter the advertising logic when data is available..
How and where ads appear on Google Maps
Google Maps displays ads at various touchpoints. to maximize utility without hindering the user experience. The most relevant formats are:
- Promoted bookmarks (pins)Square icons that stand out on the map and may include a logo. They appear when exploring, searching, along a route, and occasionally during car navigation.
- Search ads on the mapThey appear at the top of the results list within Maps and are reflected with their corresponding marker.
- Suggestions on the map: impact autocomplete when typing, influencing the choice before pressing “search” (available in the mobile app).
- Ads in cards: modules that are inserted into the establishment's page (for example, for reservations or related offers).
Requirements and configuration: the essentials
For Have your ads shown on Maps You need two pillars:
- Link your Company Profile (Google Business Profile) with Google Ads and enable the location resources.
- Use compatible campaigns: Search, Local News, Communication o Maximum performance according to objectives and available assets.
Good startup practices: define geographical areas where you operate, activate call and location extensions, organize ad groups by category and choose keywords that combine transactional intent and terms of proximity.
Metrics that matter and how to read them
Maps ads generate interactions with very high local intentIt is advisable to separate:
- Clicks to view location details (enlarge the business card).
- Clicks on “How to get there” (request for directions).
- Mobile call clicks (tap to call).
In Google Ads you can break down performance by click type From the Campaigns, Ad Groups, Ads, or Keywords views, using the targeting menu. Additionally, activate the conversion tracking to measure valuable actions (site visits, calls, potential store visits if you meet the requirements) and add these columns to the main report to optimize with data.
Cost and factors that determine it
The cost is based on auctions and can range from small amounts to large investments depending on the market and ambition. The decisive variables are: sector competition, trends and seasonality, calidad calidad (ad and landing relevance), keywords chosen, employment offers y audiovisualRefining relevance and user experience reduces effective CPC and improves position.
Strategies and formats that enhance results
- Bid adjustments by location: increase bids on top-performing radio stations and use programming to boost peak interaction times.
- Proximity and segmentation: combines short radii with high affinity zones; adds exclusions if necessary.
- Automated rulesActivate/pause ads, adjust bids, or trigger alerts for changes in metrics to save time and protect performance.
- Assets that add upFeatured reviews, in-store promotions and local inventory to capture immediate purchases directly from the map.
- Logo on pin: available in certain campaign types and assets; the system decides when to show it based on relevance.
Remember to take care of the company profileComplete information, quality photos, correct categories, and active response to reviews. This impacts both organic and paid search results. payment yield by improving the experience on the profile.
For those who prefer not to see ads while browsing, the good news is that The turn-by-turn guide remains clearAdvertising focuses on moments of discovery and decision (search, map exploration and cards), where it provides useful and nearby options.
Google Maps integrates advertising formats designed to help you find relevant businesses nearby right when the user wants to decide. With the right setup, clear measurement by click type, and a location-based bidding strategy, it's possible to convert those local searches into calls, visits and sales without sacrificing the browsing experience.