Google My Business has officially rebranded to Google Business Profile, with a focus on simplifying local business management. This transition is part of Google’s effort to streamline how small businesses manage their online presence. The Google My Business app is set to be retired in 2022, and businesses will now manage profiles directly through Google Search or Google Maps.
The Evolution of Google Business Profile
Google’s local business management tool has undergone several name changes over the years:
- Google Local → Google Places → Google+ Local → Google My Business → Google Business Profile
The rebranding reflects Google’s commitment to making the process simpler for businesses, particularly those with single locations. Businesses with multiple locations will continue to use the newly renamed Business Profile Manager, previously known as the Google My Business console.
Key Updates in Google Business Profile
1. Managing Profiles in Search or Maps
Small businesses can now manage their profiles directly through Google Search or Maps, eliminating the need for a separate Google My Business app.
2. Claim and Verify Your Business Profile
Businesses can claim and verify their profiles directly from Google Search or Maps by searching for their business name. Once verified, businesses can:
- Edit business details like hours, addresses, and photos.
- Manage multiple profiles or locations using the Business Profile Manager.
3. New Features for Business Profiles
Google has introduced several features to enhance profile management:
- Call History: Available in Canada and the US, this feature tracks inbound calls from your Business Profile, showing answered, missed, and total calls.
- Messaging: Businesses can now message customers directly from Google Search.
- Read Receipts: Monitor and control message read receipts in Search and Maps.
Performance Planner for Local Campaigns
Google has also rolled out Performance Planner, a tool designed to help businesses optimize their local advertising campaigns.
Features of Performance Planner:
- Forecast Campaign Performance: Predict the outcomes of your ad campaigns.
- Budget Management: Allocate budgets effectively across accounts and campaigns.
- Seasonal Insights: Identify opportunities during peak periods.
- Campaign Adjustments: Test how modifications in campaign settings can impact performance.
This tool provides actionable insights for businesses to refine their advertising strategies and maximize ROI.
Conclusion
The transition from Google My Business to Google Business Profile marks a significant shift in local business management. By integrating profile management into Google Search and Maps, small businesses can enjoy a more seamless and efficient experience.
With features like call history, messaging, and Performance Planner, Google Business Profile is a comprehensive tool for enhancing online visibility, optimizing customer engagement, and managing local campaigns effectively.