Waze Advertising: An Update for 2020

This post is an update to our 2018 post.

Every month, drivers spend an average of 438 minutes on Waze.  In Milwaukee, companies like Men’s Warehouse, Starbucks, Children’s Hospital, Casey’s General Store, and more are already advertising on the app. Waze allows them to drive local, offline conversions through mobile, on-the-go, online advertising. For smaller advertisers, Waze can seem daunting. But with cost of entry as low as $2/day and the potential for thousands of drivers to see your business, Waze can be an incredible value to local businesses.

About Waze

Waze, a Google subsidiary, is the world’s largest crowd-sourced navigation app. It uses real-time community input to direct users to the most efficient routes. Information users submit can include construction locations, lane closures, accidents, gas prices, road hazards, and more. Users are actively engaging with the app throughout their drive, whether at stop signs or as passengers, which gives businesses opportunities along their way to advertise right at the exact moment when it will be most effective.

Waze Local Advertising

There are two plans for local advertisers to use Waze Ads.

Local Starter allows businesses with 1 to 10 locations to create two different types of ads: Pin Ads and Search Ads.

Local Plusis for businesses with more than 10 locations and offers premium support and tracking features. In addition to Pin Ads and Search Ads, Local Plus advertisers can also use Zero Speed Ads. Waze Local advertisers get a dashboard to review their metrics, such as the number of users seeing the ads, the number of clicks generated, and the number of navigations to your business. Local Starter advertisers can use Geographic targeting to limit their ad serving, and Local Plus advertisers can use Geographic as well as Time of Day targeting.

Pin Ads are markers on the Waze map that alert drivers that your business is nearby. It gives users info like your business address, hours, phone number, and any ongoing deals. These ads increase location awareness of businesses in their area and show as the driver moves along their route. This gives your business multiple opportunities to direct a customer to your location and increases the number of people who know about your business. You can also post deals in the information of these pins, offering drivers more incentive to navigate to you.

What is Waze Pin Ad

Search Ads help your business stand out on a crowded route. They prioritize your business to users looking for your services, showing your business name, logo, and address. If a user is just looking for food or gas or a general search query, having your name on top can be the main differentiator in whether they use your services or not. This is a value-add service – if your business has pin ads, Waze will promote your business in search for free!

Waze Search Ads

Zero-Speed Takeover Ads help you reach more users and increase navigations to your business locations. Takeover ads can reach users that are 3x further from your business than a standard Pin. These ads pop up when a user comes to a complete stop and include information about your business and relevant offers. These ads hit users right when they’re most likely to look at the app – checking the drive time left while stuck in traffic or at a stop sign – offering a deal to entice them to drive to your store.

Waze Zero Speed Ads

 

Waze For Brands

Waze for Brands offers everything you get with Waze Local, plus advanced targeting capabilities, custom insights, dedicated campaign support, and innovative partnership opportunities. Additionally, Waze for Brands users get to use Nearby Arrow Ads. Arrows act as signposts, displayed within moments of users opening the Waze app, that notifies them your business is nearby. When users tap the arrow, it moves their map to the closest Pin. This acts like a digital billboard and helps drive more views of your business and more navigations.

Example Waze Nearby Arrow Ad

With Waze for Brands, you also can access detailed targeting options like a user’s language, their operating system, if they’re a tourist or a local, the type of location they’re driving to, whether they’re driving to home or work, what the weather is like, if the traffic is bad or not, how long the user’s route is, and what time of day they’re driving. These allow your business to target the users most likely to need your services – whether you’re a car wash that only wants to advertise when it’s sunny out, or a grocery store who wants to get customers who are looking to pick up food on their way home.

Finally, Waze for Brands also offers advanced reporting capabilities. This includes the number of navigations and website visits, how many users your ads reached, bench-marking numbers per category, average distance driven from ads, and how often drivers return to your location after seeing an ad. This data can help you determine if your campaigns are getting the right customers in and edit your campaigns to hit the most profitable traffic.

Waze plan types

Online Ads, Offline Results

Waze has quickly become one of the most useful tools for commuters. With more features being added all the time (they recently introduced Waze Carpool for more eco-conscious users), Waze is a growing and expanding economy perfect for branching out with your PPC budget. On average, Waze advertisers saw a 20% increase in navigations to their brick and mortar locations. They’ve seen success with brands in automotive, entertainment, hospitality, retail, finance, casual dining restaurants, and more. With a minimum budget of only $2 per day, Waze gives marketers an excellent base to start their campaigns.

Posted in:
About the Author

Amanda Horejsfield

Amanda Horejsfield is a Paid Media Manager at Granular, and specializes in B2B, industrial/manufacturing, and service business PPC accounts. She holds a dual degree in Marketing and Supply Chain Management from the University of Wisconsin - Milwaukee, and is certified in Google Search Ads, Google Video Ads, Google Ads Measurement, Google Analytics, Waze Ads, and Bing/Microsoft Ads.