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New ads in Google Maps will try to get you to stop for gas or eat at McDonald’s

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Jarvis Lett
May 24, 2016 17:00
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You plug your destination into Google Maps and start cruising down your route when a purple pin appears, showing you the location of the nearest McDonald's and offering a few dollars off on a combo meal if you stop.

This is the new ad experience that Google is testing out in its Maps app to help businesses entice you into visiting their coffee shop, gas station, pharmacy, whatever.

The company has had some form of advertising in Maps since 2010 but it's now building out its Promoted Pins to be much more prominent, and adding new features for advertisers, like letting them list special offers or a local product inventory search bar so you can check if the Walgreens down the street has the right kind of contact solution before you actually go there .

Google's big pitch to advertisers is that it's the best partner for the "mobile-first" world because its combination of search and maps data can show when its ads actually drive people into stores.

That's actually been Google's pitch for a while, but now it's showing off proof of success: Since it introduced its "store visits" metric two years ago, advertisers have measured over 1 billion visits.

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Jarvis Lett
May 24, 2016 17:00
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