Waze Local is a navigation app that allows you to target drivers near your business to drive more footfall through your door. In this article, we look at your options for advertising on Waze Local and the costs to advertise.
In 2013, Google bought navigational app Waze for $1.3 billion to bring its best features to Google Maps. Initially, the move brought accident reports, speed camera warnings and a bunch of features to Google Maps that we were more used to seeing from sat navs.
However, this all changed last year with the launch of Waze
Local, which allows local business to target people with ads while
they’re on the road. Larger brands have been able to advertise on Waze for
years but the launch of Waze Local is aimed squarely at local businesses
looking to literally drive more traffic to their stores.
Here’s everything you need to know about advertising on Waze
Waze is a maps and navigation app that allows drivers to share real-time traffic and road information to others in their local area. Aside from the standard sat-nav experience, Waze has created a genuine community of road users consisting of more than 100 million active monthly users.
Waze Local is the company’s advertising platform designed
for small and local businesses, making it possible to target nearby drivers
with ads. So you’re delivering ads to people using Waze’s navigation app and
they’re only going to see them when they’re driving in the vicinity of your
For example, coffee shops can target drivers travelling the
motorway and provide them with an alternative to the usual Starbucks stop. If
users click the ad, Waze can add the cafe to their journey and direct them
right to the business. Users can also call businesses hands-free and Waze says
its ads increase brand awareness for drivers who repeat the same journey. So
even if you don’t get the ad click today, impressions can still bring customers
to your door at a later date.
There are four ad formats currently available on Waze Local, three of which engage users while they’re driving in your local area. So let’s take a quick look at each format to give you an idea of what’s at your disposal.
And here’s what each ad format looks like in Waze.
Branded Pins appear on the map as users are driving. This
means they’re limited to the section of map showing on-screen at any one time
but the plus side of this means people who see your ads will only ever be a
turn or two away from your business. In many cases, users will be able to drive
right to your business without even engaging with the ad to get directions.
However, users can click on Branded Pins to “Drive There,”
save your location for later or get more information about your business.
Zero-Speed Takeover ads appear as large canvases across
mobile displays to grab user attention. Essentially, this takes the first click
out of the equation, showing your best offers and allowing drivers to get
directed to your business with a single click.
Nearby Arrows behave in the same way as Branded Pins except they show as directional signs on the screen allowing your ad to show, even if your business is “off-screen”. With Branded Pins, you’ve got limited horizontal space for impressions, whereas Nearby Arrows removes this restriction.
Promoted Search ads show at the top of results pages when Waze users search for businesses in the nearby area – eg: food, cafes, garages, etc.
Waze Local offers two basic packages with variable pricing, depending on what you’re looking for. You can get started from as little as $2 per day (you will be charged in USD) and prices for the Waze Local Plus start from $100 per day.
In practical terms, this makes Waze Local a relatively
low-cost option. Perhaps, more importantly, the ROI potential is impressively
high, due to the laser-focused targeting you get right out of the box by
targeting drivers who are in your immediate vicinity.
Prices will naturally increase as Waze becomes adopted by
more businesses but this platform is geared towards smaller businesses so we’re
hoping future CPCs will reflect this. In most cases, the local aspect of
advertising on Waze levels the playing field with the possible exception of
Promoted Search ads where food establishments could be outbid by the likes of
Even if that’s the case, Waze Local presents one of the best
opportunities for small and local businesses to cut through the digital
dominance of major brands.
There’s no denying that digital technology has been a major
disruptor for small and local businesses. Online shopping has hurt the high
street but 74% of Millennials say they prefer shopping in stores,
which means more needs to be done to bridge the online and offline demand.
Waze Local provides a channel that has real potential to
close this gap and provide smaller businesses with a bigger online presence.
It’s going to work for certain business types more than others and it’s not
going to solve all of the digital challenges local businesses face.
However, it provides something no other advertising platform does right now and allows local businesses to target a very specific type of audience. Combine this with a solid local SEO strategy and Waze offers up a crucial paid advertising channel that makes exciting things possible for local businesses.
If you’re interested to learn more about advertising on Waze Local or would like to improve your existing campaigns, talk to us today on 02392 830281.
Callum is a PPC Specialist and joined Vertical Leap in early 2019 with core specialisms in eCommerce and Google Shopping campaigns. When he’s not working, he enjoys long distance running, reading and craft brewing.
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