Have you noticed a new feature that Google quietly rolled out to certain profiles? During Q4 of 2020, Google Guaranteed badges have started to appear on Google Maps listings and Google My Business profiles on desktop devices as opposed to just Local Services Ads (LSA). This comes after Google’s recent push with its “trust certification badges”, Google Screened (for professional services), and Google Guaranteed (for home services). Both badges boost credibility and give your customers more confidence in choosing your services.
Positioned as an upgraded profile, for $50 a month or $600 per year, your local business will receive a Google Guaranteed badge displayed on your listing profile, which appears in local search results, outside of participating in LSA. While Google Guaranteed badges aren’t new, they are new to Google My Business profiles. So, what does this mean for your company? Read on as the expert marketers of The Hive explain why this could benefit your business.
Why Your Business Should Care
Recently, Google moved from a fixed pricing model to auction-based pricing for select advertisers utilizing LSAs. If your business has been selected to participate in the beta test, under this new model, you can only set one bid, regardless of lead type. This means your bid must be the same amount for a call, booking, or message. While this gives local businesses more control in a competitive market, it’s possible that down the road, advertisers will compare this new LSA model to the $50 profile upgrade and favor the latter. If your business passes Google’s trust certification, it may be easier to pay the $50 fee per month versus bidding for placement in a top-three Google listing spot.
Benefits for Business Owners and Customers
If you’re wondering how exactly this could benefit your business, one important advantage is it could lead to higher click-through-rates (CTRs) because having this visible Google badge displayed on your GMB profile during an organic search can help generate more leads, more calls, and more business. For some companies, the $50 subscription fee for a Google trust certificate is a no-brainer, while others might not see the value of this additional cost – especially during the pandemic.
As a business owner, you’re not the only one who can benefit from this Google Guaranteed badge. Customers who see this badge displayed on a profile know that this business is backed by a Google screening and qualification process through Local Services Ads. What this means is, “Get it done right or Google pays you back”. When backed by this guarantee, your customers who came to you through LSAs know that if they’re not satisfied with your services, they may be eligible for reimbursement from Google. This garners trust with your customers.
The Bottom Line
Currently, only a small number of pre-approved GMB profiles will be able to see this upsell prompt. While the Google Guaranteed badge isn’t new, for some businesses, this $50 upgraded profile subscription could end up paying for itself in the long run. At this time, we are unsure if this Google “experimental program” will continue, so keep an eye out for the latest news and updates from the team at beMarketing in this ever-changing and evolving digital landscape. Connect with us today for all your digital marketing needs.
