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Can someone tell me the way to customize my business pin on the map? Would like company logo! 2 Recommended Answers 4 Replies 16 Upvotes
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Would like to add my company logo to my business map pin.
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If the user refers to such labels as here for a shop in Berlin called "PANDORA Store Ku'damm":


then unfortunately can this question not even properly answered in the GMB forum as customized place label for Business listings  are not (yet???) supported by GoogleMyBusiness at all 
Labels  like  this  nice "PANDORA" icon have been  perhaps (not sure)  created  as  a  pilot of  Google under  the umbrella of  GoogleAds  or Adsense -  definetively not  by means of  GoolgeMyBusiness.
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This is an example of a relatively new ad format called Local Campaign available in Google Ads. I'm not sure whether it's available outside of beta yet, but they started showing these late 2018. This campaign type is focused on driving traffic to the physical store and uses store visits as a KPI. The logo in de Google Maps pin is more of a gimmick that this ad type supports. Most impressions will be realized on Youtube and Search partners, the pin is just a small fraction of visibility and won't be displayed all the time.

Local campaigns have some drawbacks. First is of course the investment required to start. We saw accounts where Google suggested a one month dedicated budget of €80K for just these ads, but it has been tested with a €30K investment. For the tests we ran we had to conclude that the local campaign did not realize store visits any cheaper than most other ads, including both Shopping and Search.

Besides from that the format is completely black box and allows for very little customization as it relies heavily on machine learning and any restriction is bound to impact its effectiveness. Needless to say, use this for high volume markets.

Another thing to take into account is that the area in which the ads are displayed isn't as specific as you'd probably like. In situations where stores are in roughly the same area you might come across ads for location B being displayed to customers much closer to location A. We came across ads for a store being shown while we were inside another store, about 20km north.

The final problem we encountered is that it is very difficult to prove incrementality for these ads. What are the odds that when someone sees the 'logo-pin' on Google Maps and subsequently goes to your store it was the pin that did the trick and not the original GMB placement.

If you just want the pin, go for it, but if your goal is to drive foot traffic to your physical locations try looking into Local Inventory Ads. This is a (now in closed beta I believe) format that allows you to push products that you only sell in your physical store on Google Shopping. Implementation takes quite some time, but the results are very promising.
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