Google just started rolling out a new feature: Sponsored Maps Icons. In case you don’t know what a map icon is, let alone how to sponsor one, they’re those tiny little points on the map that look like they’re basically part of the map level, not even an overlay. If you click on one, you get the place page. They show up on the map no matter what you’re searching for – or even if you’re not searching for a specific keyword, just generally browsing the map.
HSBC's Sponsored Map Icon
Google is going to be charging for this on a per-impression basis only. I’m sure they’ll find a more quantifiable way to charge for this if they do decide to move on from the test phase. Right now, it’s only available to select advertisers, mostly highly recognizable brands. There also seems to be a focus on the ATM market.
I’ve got two opinions on this. First of all, I don’t think it’s going to be very useful. Either you’re just browsing the map without any search keywords, and you happen across a sponsored map icon you find relevant (which I find highly unlikely, and extremely untargeted), or you’re specifically searching for something (i.e., “Pizza in NY”), Google Maps returns the 10 most relevant results through their algorithm anyways – why click a link that shows up with no ranking factors involved? Not even a Quality Score? It’s just…there, on the map. Which brings me to my second point.
Google may be crossing the line into screwing with their organic rankings. They actually may have already crossed this line with Places Tags. Why should an organic result be able to pay to attract additional attention to their placement? Especially now, with sponsored icons, where the only ranking factor involved seems to be if you’re looking at their region on the map or not.
Am I wrong on this, people?
