2021年9月開始,台灣疫情控制得宜,民眾幾乎已經恢復過往的日常生活,線下消費行為漸漸復甦,各大商圈都可以看見滿滿的人潮,過去知名商家排隊的盛況也開始恢復,在景氣逐漸回溫的市場,實體商家如何運用Google Map來吸引消費者造訪?可以試著讓消費者在使用Google Map時,透過廣告曝光,迅速地發現你。
目錄
為什麼需要在Google Map投放廣告?
Google Map對商家的曝光和推廣之所以重要,是因為民眾對它的依賴性高,並且Google Map結合了「Google My Business我的商家」的資訊,在上方可以快速得知商家的營業時間、電話…等基本資訊,還有許多網友的評論和店內的照片可以參考。
大家可能有遇過類似以下的情境,當和朋友逛完街、看完展覽或爬完山,總之在結束行程後,正打算找餐廳前往覓食,這時候就會使用Google Map查看附近有哪些你們感興趣的店家;或是和家人朋友相約出遊三天兩夜,原先規劃的行程都已經結束了,但還有很多空閒的時間,這時可能也會用Google Map,查看當地附近還有什麼可以去玩的景點,來決定接下來的行程。因此經營Google My Business和增加Google Map上的曝光,有助於吸引消費者採取行動。
如何在Google Map投放廣告?
其實沒有一種廣告類型稱作Google Map廣告,它是不同廣告類型中的其中一個投放版位,就像是投放Google探索廣告,YouTube和Gmail會是其中的投放版位一樣。在Google Map中的廣告,在商家資訊中會標示「廣告」兩個字,地圖上的商家icon會是正方形,若商家有上傳LOGO則會更明顯出現LOGO標誌(不過一般消費者並不會輕易知道這項資訊),呈現形式如下圖:

以下幾種廣告類型,可以讓廣告在Google Map上曝光,分別是智慧型廣告、區域廣告、本地搜尋廣告:
1.智慧型廣告
選擇「不依據任何目標建立廣告活動」> 再點選「智慧型」

這是一種對新手友善的廣告類型,當你不知道如何設定廣告投放的目標,即可選擇這種廣告形式,為你的品牌進行宣傳,你不需要花太多時間管理廣告活動,Google系統會自動為你放送廣告。 宣傳的內容可以是你的網站、你的影片,或是你的商家檔案,選擇商家檔案後,即可設定希望消費者採取的行動(致電或是規劃路線前往店家)、關鍵字主題、以商家為中心的半徑範圍區域、廣告文案,而廣告曝光的版位包含Google搜尋結果、Google Map、YouTube、Gmail。
2.區域廣告
選擇「親臨當地門市與促銷」> 再點選「區域」

區域廣告最主要的目的,即是吸引消費者前往實體店家,只要連結商家檔案,選擇主要目標(親臨門市、來電點擊、路線點擊),設定預算和素材,即可在Google Map、Google多媒體聯播網、Gmail、YouTube和Google搜尋聯播網(即是下方的本地搜尋結果),多種版位中出現。
3.本地搜尋廣告
這個廣告呈現形式,其實在「Google搜尋廣告」或「區域廣告」都可以進行設定,只要在 Google Ads 帳戶中設定「地點額外資訊」,即可投放本地搜尋廣告,電腦版和手機版呈現的地方稍有不同,如下:
- 電腦版
在Google引擎搜尋關鍵字後,在陳列出的商家檔案最下方點選「全部顯示」,廣告會出現在所有結果的最上方。

- 手機版
搜尋關鍵字後,廣告會直接出現在本地搜尋結果的最上方。

Google Map上的廣告和大部分的Google Ads一樣,是競價機制並以單次點擊出價(CPC)計費,只有被點擊時才需付費,包含以下幾種點擊狀況(如下圖):取得地點詳細資料點擊、取得路線點擊、行動裝置點選通話點擊、網站點擊,若是只有搜尋後曝光,或是使用者在地圖上進行瀏覽,是不用付費的。

同場加映!「Google My Business我的商家」經營與優化
(以下簡稱GMB)
想要在Google Map投放廣告,我們當然不只期望廣告版位,能讓店家優先曝光給消費者看到而已,而是透過商家檔案進一步認識我們後產生興趣,並採取行動,因此GMB的內容非常重要,不要讓消費者點開檔案資訊後,卻失望離開,以下分享幾項可以讓GMB內容變得更好的做法:
- 盡可能提供完整、正確的資訊
這項做法是最基本的,提供完整的商家名稱、地址、電話、營業時間、網站…等資訊,會讓消費者對你的店家好感度更高,即使你沒有在Google Map上投放廣告,Google演算法也會依據你提供的資訊完整度和正確性,來決定使用者在區域搜尋結果中找到你的頻率。
- 善用「貼文」功能
透過發佈貼文向他們提供最新的資訊,就像在經營紛絲專頁一樣,使用貼文和消費者進行溝通,你可以發布最新訊息,像是特殊因素店休多天,可以避免顧客撲空,或是新品上市、優惠活動這類訊息,也能在上方提供優惠代碼,讓已經預備前往的消費者對你們更感興趣!

- 上傳商家和產品照片
透過提供店家外觀、內部環境或產品照片,比起僅用文字描述,會更能夠抓住消費者的目光,增加他們停留的時間來更認識你,如果可以,盡量保持一定頻率的更新!
- 用心管理評論
這點就不必多說了,商家資訊中的星等分數,絕對是消費者決定是否前往的重要考量之一!這當然與店家本身的服務有很大的關係,不過即使你收到負面的評論,也請務必要回覆他們,向消費者解釋或表示歉意,才不會讓其他潛在顧客看到後觀感不佳,若無人理會負面評價,會讓他們對店家的好感度降低許多。
- 新增商家連結
如果是餐飲類或是提供的服務需要事先預訂的商家,建議可以在GMB中放上「預約、訂位、訂餐」…等服務連結,讓消費者在找到你之後,看見可以立即採取行動的選項,更能鼓勵他們前往消費。點此查看如何新增商家檔案連結。
要在Google Map投放廣告,記得先讓你的商家資訊看起來光鮮亮麗!即使你並沒有花費預算在這上面,好好經營GMB對你的品牌有好無壞,絕對能為你帶來更多商機!
如果你喜歡我們的分享,想接收更多行銷或廣告相關知識,歡迎在下方輸入Email,訂閱我們的電子報!
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