As of September 1, 2023, Waze has ceased the sale of ads, marking the end of the current Waze Ads product. Advertisers can no longer purchase new ads through this platform. However, this is not the end of Waze's journey in the advertising realm. The company is actively working to transition Waze Ads to Google Ads technology, promising a new and improved Waze Ads product in the near future.
An Interim Solution: Performance Max for Store Goals (PMax)
During this transition period, Waze offers an alternative solution that advertisers may already be familiar with: Performance Max for Store Goals (PMax). This Google campaign leverages artificial intelligence to maximize in-store visits and sales by integrating geo formats across various platforms, including Search, Display, Gmail, Google Maps, and YouTube, into a single product. For any queries regarding PMax, advertisers can reach out to their existing Google support channel or visit the Google Support home page. Waze Ads related questions can be directed to wazeadssupport@google.com.
Waze Ads Management API: A Tool for Developers
The Waze Ads Management API is designed for developers who aim to write applications that interact with the Waze Ads platform. This API allows businesses to interact directly with the Waze Ads platform, enabling efficient management of large or complex Waze Ads Account and Campaign instances. With the API, developers can build software to programmatically manage entire Account objects, from Campaign to Location resources.
Common Use Cases
The Waze Ads Management API is typically used to:
- Generate custom reports.
- Expedite changes applied to Location resources, such as updating opening hours.
- Create and update Campaign resources.
Typical Users of the API
The Waze Ads Management API has proven beneficial for:
- Big brands and channel partners requiring capabilities beyond those offered by the Waze Advertisers Dashboard UI.
- Advertising agencies.
- Search Engine Marketing (SEM) companies.
The transition from Waze Ads to Google Ads technology signifies a new era in advertising. With the integration of the Waze Ads Management API, Waze continues to provide valuable tools for businesses to reach their target audiences effectively.
