24.01.2012 Is Google Maps a place for Advertising? Presented by : - PDF document

24.01.2012 Is Google Maps a place for Advertising? Presented by : Sriharsha Kanduri Presented to : Prof.Dr.Eduard Heindl AGENDA  Introduction to Google Maps  Features of Google Maps  Google Maps Technology  Advertising Using Google Maps & Examples  Benefits & Concerns of Google Maps Lisitngs 1

24.01.2012 1. Introduction  Developed initially by Lars and Jens Rasmussen of Where 2 Technologies.  Google acquired Where 2 Technologies in 2004.Launched Google Maps in 2005  Innovation of Google maps 1. Introduction  Maps Product Portfolio of Google Google Body (called Zygote Body) – 3D  anatomical models of the human body Google Building Maker – Building & editing  tool to create 3D buildings for Google Earth  Google Map Maker – Application used to edit maps Google Mars – Used to view infrared  imagery of the planet Mars  Google Moon – Application that shows satellite images of the Moon  Google Sky – Application to view stars and galaxies, can be used via browser version of "Google Sky"  Google Transit – Public transport trip planning through the Google Maps interface, now fully integrated with maps 2

24.01.2012 2. Features of Google Maps 1. Get directions 2. My Places 3. Print/Send 4. Link to this page 5. Show/Hide 6. Search Maps 7. Views 8. Layers 9. Info window 10. Navigation controls 11. Map 12. Street View 13. Search results 2. Features of Google Maps  Searching in Google Maps  Google Maps Mobile Features   Navigation (Beta)  Businesses : e.g. Bookshops in Furtwangen  Places  Addresses : e.g. Am Großhausberg, Furtwangen  Directions  Roads and Intersections :  Layers  Places : e.g. Cities, towns, States, Provinces,  Traffic Continents  Street View  Geographic features: e.g. Parks, Mountains, Lakes  My Location  Place Pages  Search Results  3D Maps  Indoor maps (Beta) 1. Map marker 2. Title. 3. Star 4. Address 5. Photo 6. Rating & reviews 7. Snippet 3

24.01.2012 3. Google Maps: Core Technology  Technology used : JavaScript  Google Maps API : An API is a set of programming instructions and standards for accessing a Web-based software application or Web tool  Types of Google Maps API  Maps JavaScript API: Embeds Google maps in the websites using JavaScript  Maps API for Flash: An API to embed Google maps into the flash websites  Google Earth API: An API to embed a true 3D digital globe  Static Maps API: Embeds Google maps to the websites without requiring JavaScript  Web Services API: An advanced version of Google maps with features of Geocoding, directions, elevation and places information from client information Google Maps Usage Limits 4. Using Google Maps for Advertising  Google Maps for Advertising :  Advertise services and products as per own budget requirements  Explore mapping technology to increase business and customer base Sponsored Ads Business Listings Source : adwords.google.com 4

24.01.2012 4. Using Google Maps for Advertising  Listing Businesses on Google Maps  Google’s Local Business Center (LBC) gives the opportunity to list the business on the map and searchable by Google’s users, for free. The business listing takes place in 4 steps 1. Enter business's main phone number to see if Google Maps already has some information about the business 2. Enter the business contact and location information including: name, address, city, state/province, country , fax , mobile numbers as well as any e-mail and Web site address information 3. Enter description of the business including forms of payment accepted and business operating hours etc. The listing can also be personalized by uploading photos (upto 10) and videos. 4. Select the verification method (phone call or postcard). Source: www.google.com/places 4. Using Google Maps for Advertising  Advertising using Google AdWords  Google Adwords enables companies to promote their business in Google search and Google maps  Advertisig ads appear in the "Sponsored Links" section next to the search results, which can help boost the website traffic and sales  Companies can create their own ads and choose keywords to describe their business  Companies are charged only if someone clicks their ad, not when the ad is displayed  Support from Google for maximizing the effectiveness of the ads when signed up for an account, which is free  Google Adwords : Account Fees and Payment Options  One time 10 € activation fee  Payment options  cost-per-click (CPC)  minimum CPC click price @ € 0.01  cost-per-thousand-impressions (CPM)  minimum cost of per 1,000 impressions @ € 0.20 Source : Google 5

24.01.2012 5. Google Maps Advertising- Examples  Examples of Companies using Google Maps API “ Google is a strategic partner for our innovative web activities. Google Maps and Street View are the ideal platforms to provide a virtual tour of the historical and artistic monuments and places of our cities .” Mauro Tanzi , President of Fondazione, Sistema Toscana www. Intoscana.it “Google Maps with Street View offers our users a powerful feature which adds value to real estate listings. The potential purchaser can virtually walk in the street in which he wants to buy a flat and view the surroundings of the property described in the listing. This information can be of crucial value to the decision process. ” --Thomas Laurentin, CEO of Drimki www.drimki.fr 5. Google Maps Advertising- Examples “ Using Google Maps and Streetview in the BlueMotion website, customers could better understand the concept of Golf BlueMotion car --low fuel consumption. ” – Volkwagen, Norway. www.volkswagen.no “ We decided to use Google Maps because of its advanced technology, its coverage and its easy user interface. Google Maps is one of the core components of our online site and the window to geolocate our FON world. ” --Martin Varsavsky, Founder and CEO www.fon.com 6

24.01.2012 6. Benefits & Concerns of Google Maps Business Listings  Benefits  Concerns  Online advertising through Google Places is  Duplicate listings the the future replacing traditional phone Fake reviews/negative reviews  directory listings  Data privacy and data security  Businesses can offer discounts and coupons Missing business information  along with their listings  Long duration for relisting the business  The listings can be personalized with photos and videos  Businesses are easy to locate by the customers as the listings includes website, physical mailing address, and the phone number of the businesses  Businesses will receive more traffic and new customers  Reviews on the Google Map listings would help to increase the turnover Source : http://socialmediapathways.com 7

24.01.2012 References 1. http://www.googlemapmarketing.com/ 2. http://support.google.com/maps 3. http://support.google.com/adwords 4. http://www.smallbusinesscomputing.com 5. Marketing and Advertising Using Google by Google Press (ISBN: 1-426-62737-8) 6. A Case Study of Innovations with Google Maps by Rohit Bangera and Phillip Lo 7. Google™ .pedia: The Ultimate Google Resource By Michael Miller (ISBN: 978-0-7897-3639) 8. http://socialmediapathways.com/ 9. http://www.ehow.com/info_7879582_google-advertising-options.html 10. http://www.smart-seo.com.au 11. http://www.netmarketshare.com 12. http://googlemapsmania.blogspot.com/ 8