Google has experimented with ads in Google Maps off and on for years. But in the “mobile first” era, it’s getting much more serious about ads on Maps.
Among a number of announcements coming out of Google’s Performance Summit today, the company is introducing the “next generation of local search ads” on Google and Google Maps (apps and mobile web). The company is also bringing what it calls more “branded and customized experiences” for marketers to Google Maps.
Recently, it began showing ads in the Local Finder. Now, the company is introducing “promoted pins” or “promoted locations” on Maps (below, left). Users will see branded pins along their route or nearby. It’s worth noting that Mapquest has done this for quite a few years.
Marketers will need to use location extensions to appear in promoted pins. Google also says it’s still testing and experimenting with formats, so we’re likely to see an evolution of this over time……..read more