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Waze: Location Based Advertising

Waze: Location Based Advertising


These unusual times have everyone itching to have an in-person dining experience. Due to the COVID-19 pandemic, many restaurants have shut down for an extensive period of time due to local rules and regulations.  Now that we can finally return to some sort of normalcy, everyone is having the same idea: “let’s go out to eat!”  This is great, but for restaurant owners, how do you market your business correctly to drive the crowd to your restaurant instead of your competitions’? 

As the Purplegator team, along with an infinite amount of digital marketing experts have emphasized: Put your business online. Social media apps, Google Ads, even just a wonderfully built website drives a positive presence….but you may be missing something that could make a huge difference to your business. This missing piece to your puzzle is Waze.

So…What is Waze?

One thing our target audience has in common is that they are hungry and their phone is always with them. Other than social media apps, a crucial app that your consumer most likely has (as long as they’re on the road) is Waze: a community-driven map app that was acquired by Google (GOOG) in 2013. Waze uses data from app users to provide quicker navigation routes.  What makes Waze so appealing rather than any other navigation app is that users can report speed traps, accidents, traffic jams, and other things that could slow down drivers. These are just a few reasons why Waze is a top-runner in navigation apps. 

From a business marketing perspective, Waze is most powerful because Waze uses advertisements to target those that pass your location and will give them some sort of notification. Whether you are just trying to get your name out there, or boost promotional deals your restaurant has to offer, Waze is the answer! Marketers who use Waze have seen an 8% increase in foot traffic, 13% increase of conversion rate and 7% increase of average order value. Specifically, almost two-thirds (63%) of QSR marketers expect digital out-of-home advertising to deliver more restaurant visits. 

Advertising on Waze as a Small Business

Waze offers two different advertising packages for anyone wanting to put their business on their app: the Starter Pack & Plus Pack. The Starter Pack covers the standard small business necessities, while the Plus Pack has more in-depth abilities for corporate giants. 

  • Starter:
    • 1-10 business locations
    • Pins & Search
    • Geographic Targeting
  • Plus:
    • 1-50 business locations
    • Zero-Speed takeover
    • Geo & time scheduling

4 Main Types of Waze Ad’s

As we just discovered, Waze has the capacity to market for both small and ginormous companies and get their best results from the tactics listed below. The goal is to target an audience that is on-the-go looking for a local, fast & delightful experience. 

  1. Promoted Search: When a user begins searching for his or her final destination, advertisers can target their audience at this very moment within Waze’s search dashboard.
  2. Zero Speed Takeover: As the driver comes to a complete stop,  Waze allows advertisers to show prominent ads that take up a portion of the screen. They can highlight deals and offer users directions, should they be looking to change their route.
  3. Branded Pins: Map pins that are displayed when you’re in the vicinity of an advertised restaurant’s location. You can then click on the pin, and change your route to that restaurant.
  4. Nearby Arrow: This arrow appears immediately when someone opens the app. It shows that your business is near where the user is currently located.

Waze is the right advertising for your business if you are in retail, restaurants, the fitness industry, or any storefront business that consumers can engage with. Promotions are an excellent way to drive traffic for a specific time period, but ads that promote your brand’s message are also effective.  All of these benefits are just steps in the right direction for gaining long-term & loyal customers. 

The more people see your brand, the more likely you are to get their attention & business.  Think of it again as a puzzle, there are many small pieces that go into the big picture. The big picture is that you want more customers and recognition, but to gain that notoriety you have to market precisely.  Narrow down your target audience, figure out what is the best way to engage with them, and create memorable graphic illustrations.  

Nina Rossi is a Marketing Specialist at Purplegator: mobile-first marketing agency in Philadelphia with offices in Des Moines, Buffalo, Dallas, and HonoluluNina is a proud Purplegator studying advertising in the Lew Klein College of Media & Communication at Temple University.

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