Updated on December 11, 2019
We have seen a big increase lately in the amount of branded map pins that exist on Google Maps. I was told by several people that they were a part of Google’s local campaigns but didn’t see any mention of them in the help center and very little information on how you qualify for a local campaign. Luckily Kyle Harris from DAC Group was able to get me some answers about these pins and how to get them.
Branded map pins are a paid feature.
Yep, sorry guys, you need to pay Google to get this feature. It’s not free. It is part of their local campaigns product with Google Ads.
They don’t give you a permanent branded pin.
For example, A&W has a branded pin on the Google Maps app but on desktop it shows up as a normal pin. I’m assuming this is due to the ad settings.
Branded pins are accompanied by purple ad in the Knowledge Panel
When you click on the business with the branded pin, you’ll see an ad in the Knowledge Panel.
You need at least 10 locations to qualify for local campaigns
Yep, sorry mom-and-pop shops, you don’t make the cut. Previously the minimum number of locations was 20 but Google has since lowered it to 10 locations.
You need a minimum of $1,000 a day as your ad spend
Yikes, Google is definitely developing this feature for large chains.
Hopefully, at some point, Google expands these campaigns so more business types can participate. If you’re a large multi-location brand and want this feature, I would definitely reach out to your Google Ads rep about it.
Updated on December 11, 2019: Previously each campaign needed to spend $1K/day for a minimum of 30days, now it works as long as the account is spending at that level on Local Campaigns.
The requirements and recommendations for Local Campaigns are now at an account level. You can now create multiple campaigns as long as the requirements are met at an account level. For example, you can create 5 individual Local Campaigns with each assigned $200 budget per day, 2 stores each, and 30-day campaign duration.