Google Local Search and Maps Ads

Led foundational and evaluative studies for local search experience with location-related ads across 3 product areas: Local Search Ads, Maps Monetization, and Call Ads

Time
July 2020 - July 2021

Role
UX Researcher

Tags
Large-scale Survey / Remote Interview / Exploratory Research / Evaluative / Concept Testing / Competitive Audit / Literature Review

Story

Previously, I was a UX Researcher on the Emerging Vertical Ads team, specifically focusing on Local Ads across 3 product areas: Local Search Ads, Maps Monetization, and Call Ads. In Local Ads, I designed and executed foundational and evaluative studies to improve users’ local search experience through relevant location information.

In efforts to provide useful location-related ads that deliver offline/online value to advertisers, I led large-scale surveys, remote interviews, and iterative concept testings to communicate actionable recommendations that helped to inform the patterns of ad formats and drove CTR and CVR (online + offline metrics) with Design, PM, and Engineering counterparts.

I can’t share specific projects or findings from my work, but I’m happy to share about my research process and approach - so feel free to contact me! 😊

Overview

Team Emerging Vertical Ads - I was specifically driving research within Local Ads pillar

Tools  Qualtrics
dscout
Mechanical Turk
Figma
Google Suite

Methods  Online Surveys
Live in-product Surveys
Sampling and Recruiting
Remote Interviews
Qualitative Coding Analysis
Iterative Concept Testings
Competitive Audit
Literature Review
Interactive Prototyping for Studies

Source: Read more on Google’s Ads Overview.