The logo on your Google Business Profile helps highlight your company’s location on Google Maps and attracts the attention of potential customers. Unfortunately, often after adding the logo in the panel and approving the changes, the graphic does not appear on the map. How can you solve this problem? You can invest in advertising campaigns on Google Maps, which in many cases can help. What does advertising on Google Maps involve, and what costs does it entail? We explain!
Why doesn’t the logo always appear on the Business Profile and how can it be changed?
Although you can add your logo when creating or updating your Google Business Profile, the graphic element is not always visible on Google Maps. In reality, its appearance is determined by algorithms. These algorithms favor large and well-known brands that can boast high activity on their Business Profiles and regularly receive positive reviews and ratings. Fortunately, there is another way to achieve the desired effect—launching advertising campaigns on Google Maps. While ads don’t guarantee that your logo will appear on the profile, they significantly increase the likelihood of achieving the expected result.
What does advertising on Google Maps entail?
Google Ads campaigns enable you to promote your company and reach customers located in a specific area who are searching for particular services or products. Your company’s ad will appear when a user types a selected phrase into the web search or Google Maps, for example, “cafe Wroclaw.” These advertising campaigns are set up using a location component.
Where do Google Maps ads appear and what do they look like?
If you plan to launch a Google Ads campaign and configure the location component, here’s where the ads will appear on Google Maps:
Google Maps
When you enter a phrase related to a specific location, for example, “pizzeria Wroclaw,” Google Maps displays ads that resemble square pins.
In addition, Google ads are also visible in the sidebar of the Google Maps app. They appear at the top of the list and are labeled as “Sponsored.”
Paid ads on Google Maps also appear in the sidebar of the Google Maps app at the top of the list as “Sponsored.”
Google Search
When a user enters a specific phrase in Google Search, for example, “pizzeria Wrocław,” they will see the company’s ad along with location details. Sponsored content appears at the top of the search results.
What elements appear alongside the ad on Google Maps?
To launch sponsored ads on Google Maps, you need to link your Business Profile with your Google Ads account and the location component. During setup, you can fill in your company information and add photos, videos, or graphics. The ad on Google Maps includes information such as:
- Full company name
- Contact details along with directions
- Description of the offer
- Website information
- Multimedia materials, e.g., videos, photos, graphics
- Opening hours
- Served menu
- Price list
What are the benefits of launching a campaign on Google Maps?
Why should you invest in ads on Google Maps? Below is an overview of the key advantages.
- Higher likelihood of your logo appearing on your Business Profile — Although you can set a logo when creating your Business Profile, the graphic is not always visible in practice. Launching a Google Ads campaign can resolve this issue.
- Low advertising spend — Ads are shown only to specific groups of users based on their location and search history, ensuring that the budget is used efficiently.
- Increased website traffic — Google Maps ads include a website address, which can translate into increased traffic to your website.
- Professional presentation of your company’s offer — During setup, you can add photos, multimedia, and other elements that allow you to present your company attractively online.
- Greater potential for expanding your customer base — The Google Maps app is very popular. In September 2023 alone, it was downloaded by 11 million people worldwide, according to Statistica (statista.com/statistics/248959/top-global-google-app-downloads-google-play). This translates into a higher chance of acquiring new customers.
- Access to analytics and reports — With Google Ads, you can monitor your campaign results in real time, for instance, by checking how many people viewed your ad.
Who is advertising on Google Maps for?
Advertising on Google Maps is an excellent solution for all businesses operating locally. It allows for effective promotion on a relatively small budget. This solution works well for, among others, owners of:
- Galleries and retail stores
- Cafes
- Restaurants
- Beauty salons and hairdressers
- Auto repair shops
- Guesthouses and hotels
How much do advertising campaigns on Google Maps cost?
Campaigns on Google Maps operate on a CPC model. In practice, this means that you only pay when someone clicks on an element of the ad, such as the “Call” button or the website address. The budget is set individually during campaign configuration. The spending is monitored continuously, and if necessary, you can increase the amount allocated to the campaign.
Setting up ads on Google Maps usually involves creating, updating, or optimizing your Business Profile. This task is best entrusted to a marketing agency, while campaign management should be handled by a Google Ads specialist.
Why is this so important?
A current and optimized Business Profile is rated better by Google and has a higher chance of appearing in search results or on Maps when a user enters a query related to the location and nature of your business.
Decide on advertising campaigns on Google Maps!
Ads with a location component significantly increase the likelihood that your logo will appear on your Business Profile. They also come with many benefits. First and foremost, they allow you to present your offer professionally. They enable you to reach users searching for services or products in a specific region. To use your budget effectively, it is worth monitoring the results and, if necessary, making changes to the campaign parameters.
