We were talking about it, Google Maps has some serious advances in front of her and this is far from over. While search engine results are less and less clicked, would Google find here great opportunities for the future? We may think so, but what is certain is that many physical stores will be able to take advantage of it!
Today we will focus on how to communicate on Google Maps.
How do I communicate on Google Maps?
Novice friends don't turn back, it doesn't require a master's degree in marketing!
What does it take to set up a good Google Maps campaign?
- a store, restaurant, shop, business,... physical,
- an account Google My Business,
- an account Google Ads,
a few minutes ahead of you
Google My Business is the completely free platform that allows you to have your own business card on Google :
Very easy to use, it will allow you to put forward your address, phone number, photos, logo, have notes and comments and above all, to appear on Google Maps.
Google Ads, for its part, is the platform for advertising on the entire Google network (Search, YouTube, Display, Shopping, Play Store, Discover or Google Maps). It is therefore via Google Ads that you will be able to create ads that will be displayed on Google Maps.
Schematically: Google My Business allows you to be referenced for free using a business card on different Google platforms while Google Ads will allow you to do so through paid ads. The advantage of paying? Being better placed with more control and reaching more people than My Business will allow you to do.
Would you like to try? Then here's a little tutorial on how to create a proximity campaign on the Google Maps Network.
Create your proximity campaign on Google Ads
To get started, you will need to create your first campaign on the search network. You don't know how to do this? I invite you to follow our article on the subject. No need to use special targeting now, we'll come back to that later.
Now that your campaign is created, you will synchronize your My Business account with Ads :
- Login to your Google Ads account from the same email address as the one on Google My Business
- Click on Announcements and Extensions in the menu of pages on the left, then on
- Extensions at the top of the page.
- Click the More button, then select Location Extension.
- Click Associate to Known Account.
- Choose Select a Google My Business account that I manage. Select your account.
- Click Continue.
- Apply the company name or label filters if necessary. Click Finish.
That's it, your two accounts are now linked!
All that's left is to communicate on Google Maps. To do this, we're going to use targeting and bidding that we call geographic.
In order to target an area around your premises :
- Click on the Campaigns tab.
- Click on the name of the campaign you want to change.
- Click the Settings tab.
- In the "Zones" section, click on the Edit link.
- In the configuration area that appears, choose
- Advanced search.
- At the top of the window, click Geographic Area Groups.
- From the "Select a type of geographic area group" drop-down menu, select
- My geographical areas.
- Then, enter the radius to target around each of the geographical areas.
- Click Add.
- Click Done.
- Click Save to save your settings.
Once this is set up, you can create bidding adjustments to emphasize, for example, that someone within 500m of your premises is more interesting to you than someone else.
You will then simply need to add different fields, as you did previously. Once saved, you will see a list of all your zones as well as a map of them. Under "Bidding Adjustment", you will then be able to put bidding adjustments in %. If you put 10%, it tells the system that you are willing to pay 10% more than your CPC max because someone in that zone is more interesting for you.
There you go! Your ads can now be displayed on Google Maps!
Need more information? Feel free to visit the Google Ads Help Center
Need help with your webmarketing strategy? The Staenk agency is certainly the agency for you! Do not hesitate to contact us ask questions or request a diagnosis here!