Revolutionising navigation: Waze’s journey from App to advertising powerhouse

Michel van Luijtelaar

Last updated on December 19, 2023

In 2006, Waze made its debut as a groundbreaking navigation application, utilising user-generated content to create a community-driven platform. Recognising its potential, Google acquired Waze in 2013 for a sum exceeding one billion dollars. This acquisition marked the inception of Waze Ads, formally introduced in 2015, seamlessly blending advertising into the navigation experience. This integration allowed businesses to reach users in real-time, providing promotions and information during navigation, thereby fundamentally altering the dynamics of location-based advertising.

Waze Ads: Navigating success through timely and relevant information

The success of Waze Ads is rooted in its capacity to furnish users with timely and pertinent information. The platform undergoes continual evolution, offering features such as branded pins and personalised recommendations. Presently, it serves as evidence of innovation’s potency, metamorphosing from a basic navigation application into a dynamic advertising tool. This tool not only aids users on their journeys but also forges real-time connections between businesses and their audiences. As Waze Ads progresses further, the future holds assurances of augmented reality features, refined analytics, and an even more personalised advertising experience.

Shift in advertising landscape: Waze Ads ceases, transitioning to Google Ads technology

As of 1st September 2023, Waze has discontinued the sale of Ads. The existing Waze Ads product is no longer accessible for purchase, indicating a change in the advertising landscape. Waze has rejected new ad placements and is actively engaged in the transition of Waze Ads to Google Ads technology. This initiative aims to improve and streamline the advertising experience, aligning with Google’s dedication to innovation.

New route unveiled: Performance Max for store goals (PMax)

Waze placements are now available through an alternative route: Performance Max for Store Goals (PMax). This Google campaign leverages AI to maximise in-store visits and sales, integrating geo formats across Search, Display, Gmail, Google Maps, and YouTube into a unified product.

Optimising visibility: the crucial role of Google Business Profiles on Waze

To maximise visibility on the Waze platform, ensuring your business is easily found by users, it’s crucial to keep your Google Business Profile up-to-date. Waze relies on the accurate and current data provided by Google Business Profiles to populate its maps. By consistently updating your profile with the latest information about your business, including location and operating hours, you significantly enhance your chances of being discovered on the Waze platform. This integration between Google Business Profiles and Waze underscores the importance of maintaining accurate information, ultimately improving the user experience and increasing the likelihood of users finding and engaging with your business on Waze.

In this endeavour, tools like GMBapi.com prove invaluable for optimising your Google Business Profile. GMBapi.com offers a streamlined and efficient way to manage and update your business information, ensuring that your details are always current and accurate.

Moreover, the tool contains functionalities for: