What’s the purpose of Waze advertising? Why do businesses advertise with Google maps? Over one billion people use Google maps to find addresses, view areas, and check traffic. Those businesses are profiting off the huge audience looking for places to go and deals to get. People often have a map open when they’re driving whether they use Waze or Google Maps. It’s not just for directions. Waze advertising and Google Maps ads give businesses another populated platform to build brand awareness, increase consideration, and boost sales. Check out these statistics:
- Around 84 percent of users perform local searches meaning they’re looking for a product or service near them, they just have to be able to find it.
- Every year, Google searches send users to one and a half billion destinations. The traffic is already there. Time to profit from it.
- Three out of four users will visit a store within a day if they’ve searched for it on their phones. Twenty-eight percent of those searches result in a purchase.
Waze advertisingWaze isn’t as widely used as Google Maps but it’s close. Most businesses use Google My Business, so Google Maps isn’t too much of a stretch. However, marketing is all about being where the market is and a big chunk of the market uses Waze. Don’t forget, the competition is likely already using Google Maps, so if possible, use both.
What is Waze advertising?Waze is an app that users can use for directions and business information. On the business side, owners can use Waze app advertising to promote their location and deals to nearby users. Waze marketing is done using four ad types.
Google Maps adsAdvertising with Google Maps is essential to remain competitive and top-of-mind.
How to advertise your business on Google MapsLike Waze, there are four Google Maps ads that can be leveraged, although they’re not the same four options.
Search results adverts
Waze ads or Google Maps ads: the breakdownIdeally, a business should use both Waze ads and Google Maps ads to reach the entirety of its audience and maintain a competitive advantage. Most businesses are using at least one of these platforms. Not all use both. However, whether the intention is to use just one of these platforms, or use both in the most efficient way possible, here are factors to look out for.
Ease of setupThe Waze setup is fast, easy, and guided. However, if a business is already set up on Google AdWords and Google My Business, then setting up ads is fairly quick and simple. Whether or not Waze is used, it’s a good idea to create a Google My Business profile to improve a business’s visibility. It’s a free service and enhances local SEO ranking, making local search ads on Google easier.
App usageOnly Waze app users will see Waze advertising and the same with Google Maps ads. Google has an advantage here as its ads can be found through the app or on a desktop. Waze is heavily focused on drivers, whereas Google Maps can also apply to users walking, bussing, or biking. The use of the two platforms depends on the target market and the goals of the business.
ImmediacyWaze ads are best suited to immediate needs. They’re seen by people who are ready to go or are already driving. The ability of Google Maps ads to show on desktop and mobile searches means it can capture an audience at an earlier stage in the customer journey. For more impulsive/immediate services, such as a gas station, this is not as necessary. For a product like a car where users tend to do more research, it’s beneficial to capture them earlier.
Payment methodsWaze and Google Maps have different ways of charging for ad services. Waze uses CPM (charging per 1,000 ad impressions). Google Maps charges by engagement. Waze requires payment to show ads, whereas Google Maps only requires payment when a user has engaged with the ad.
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CEO & Founder
Aaron Levenstadt completed his degree in Statistical & Data Science at Stanford University. That focus has given him an unparalleled data-driven approach to search engine digital marketing. Prior to founding Pedestal Search, Aaron worked at Google at the company’s headquarters in Mountain View California. At Google he worked on the Organic Search, Paid Search and Google Analytics products, which equipped him with extensive knowledge of the mechanisms driving Google’s algorithm and other internet search engines.