Waze Certification
Waze Local's "billboards with a digital backbone" go beyond the static capabilities of traditional billboards and radio to fuse
geographic targeting with digital experience
What is a click?
Number of times your Pin or Search result was clicked.
What does History Navigations means to the advertiser?
History navigations track repeat navigations to your location.
What are navigations?
Number of times a Wazer clicks "Go" or "Drive There" from an ad unit, including from the Location Preview screen.
What does Promoted Search offer?
Priority in drivers' search results and Business logo and address
The top advertiser categories on Waze Local include:
QSRs / CDRs Retail Grocery Auto dealerships and service centers Health care Convenience stores Fuel
What can advertising on Waze Local help small and medium-sized businesses, or national brands seeking localized campaigns achieve?
Raise their profile, increase location awareness, drive in-store traffic
Waze Local's "billboards with a digital backbone" reach drivers where?
Throughout the transition from departure to destination and along the journey
How does the Waze Dashboard define the Navigations performance metric?
The number of Waze users who click "Drive There" or "Go" from an ad unit or location preview.
The Waze Local Starter Dashboard allows for broad control over your account preferences, including the ability to:
-Add Locations -Switch between accounts -Edit Business/Location Information -Edit Images -Change Budget -Change Bid -Enable/Disable Locations -Edit Credit Card Information -Edit Multiple locations -Enable/Disable Account
How does Waze predict driver behavior and target users when and where they're most likely to navigate to your business.
Because the audience you're reaching is drivers, and because they spend so much time driving around the real world using our platform, Waze Local offers a realistic sample of the places people like to go and the things they like to do. These insights show when Wazers are driving near your business, visiting your competitors, or simply going about their daily lives. We can aggregate this data across your business or target audience to demonstrate the effectiveness of drivers seeing your locations and ads on the Waze map.
In designing your Waze Local Creative, you're encouraged to think of your Waze Ad as which of the following?
Billboards and signs
What business information do Branded Pins provide when a user clicks on them?
Business locations, store hours, phone numbers and special deals.
What do clicks mean to the advertiser?
Clicks garner engagement and capture intent from Waze users.
Unlike billboards, Waze uses _____, which allows businesses to reach drivers during a given day of the week and time of day
Day Part Targeting
What do Inbox Action Clicks mean to the advertiser?
Directs drivers to your promotions and locations.
What do info button clicks means to the advertiser?
Educates drivers about your business.
How can you get a more detailed report from the Dashboard?
For a more detailed report, the Dashboard includes a breakdown of all the Actions Wazers take with your campaign based on ad type, including Branded Pins and Promoted Search. You can also track Actions by date, location, or Action type to get a more holistic performance breakdown.
Waze's ________ ensures businesses are reaching drivers when they're in close proximity to their physical locations, driving in-store traffic and increased location awareness
Hyper-local Geo-targeting
What do Inbox Impressions mean to the advertiser?
Increases awareness of your promotions.
What does the Waze Dashboard allow you to do?
Manage your starter or plus account settings View and edit your creatives Track the performance of your campaign
What is Waze Carpool?
Most recently, our product offering has evolved with the launch of Waze Carpool, a ride-sharing app connecting drivers and riders going to the same destination—typically to home or work. Riders can request a ride, and drivers will get ride requests through the Waze app.
What are the specs for standard creative?
Remember, less is more! Shorter messages are easier for Wazers to digest when at a stop. Use compelling product images, as drivers may not take the time to read your entire business description. Legal copy can be added to the location preview via the additional information feature. Asset Dimensions: 174 x 174 px File Type: .jpg or .png A character limit of 60 characters is recommended.
What does a Waze Certified Partner require?
Required to pass the Waze Local Fundamentals Certification assessment and have no minimum investment requirement.
What do Save Clicks mean to the advertiser?
Save Clicks generate interest by encouraging drivers to save information to their Waze inbox to learn more about your business or offer.
What should you aim for when creative Waze creative?
Short, clear message with a prominent logo that drivers can digest quickly.
What is Waze's mission?
Since Waze routes are crowd-sourced and collectively GPS-tracked to be as efficient as possible, our key user benefit is to save drivers five minutes a day, every day. The Waze company mission is "outsmarting traffic, together".
Waze offers comprehensive ad solutions for brands of all sizes. Specifically, for small and medium-sized businesses, or national brands seeking localized campaigns, Waze offers two solutions within Waze Local:
Starter and Plus
How do we know that more people are road tripping and driving during the summer?
The average miles per driver increases by 24% in July and August.
How is the overall performance of your campaign measured?
The overall performance of your campaign is measured by comparing views (impressions) to user actions, like clicks, URL visits, and navigations, to calculate your ad's Action Rate. A simple formula is: Actions/Views = Action Rate.
What is the Waze Local Starter and Plus Dashboards?
They are comprehensive tools for managing and tracking the performance of your Waze Local campaigns. In the Dashboards, you can: -select the dates you would like to review -manage your account settings -switch between accounts -monitor your ads' overall performance -see performance breakdowns by ad format and location -view or edit your campaign creatives
When do people use Waze?
Unlike other navigation solutions, people use Waze even when they know where they are going, and daily commuting is a very common use case for the app. As such, Waze's global community of 100 million users spends an average of 11 hours per month on the Waze app, more than Snapchat, Twitter, Pinterest, and other popular branding platforms.
Insights and data allow Waze Local to effectively target drivers by knowing what?
When drivers are near your business or visiting your competitors.
In addition to its strong user time-spend metrics, Waze passes the _____
"The Toothbrush Test" - a term to describe an app that provides such consistent utility that users feel as if they've missed some vital part of their daily routine if they haven't used it twice a day. Such high utility correlates to more trust, deeper user understanding, and better targeting.
What is the demographic breakdown of Waze users?
48% Women 52% Men 75% between 25-54 35% between 25-34 48% between 35-54 (the largest group) 64% have 2-4 people in their household 46% have a HHI of $100k+/year 50% have children
What are the key differences between certified and preferred partners?
1. Client Success While both Certified and Preferred Partners will receive premium tools for client success, Preferred will have access to additional benefits, including a dedicated account manager, client onboarding, campaign reviews and custom insights, a dashboard walk-through and sales training, access to Premium ad features, and more. 2. Extra Rewards In addition to access to our Waze Live streaming events and fun swag, Preferred Partners will receive exclusive Google and Waze invites.
How does the Waze community contribute to the improvement of the app and a better experience for all?
1. Passive reporting from Waze users 2. Active reporting from Waze users
Waze users spend an average of _____ on Waze
11 hours per month. This is more monthly time spent in-app than Snapchat, Twitter, Pinterest, and other great branding platforms.
We know that every 5 minutes, ____ navigations occur to a fast food venue on Waze in the U.S.
174
Waze users spend _____ in the app, allowing Waze to gather valuable data and insights on driver behavior
20 to 40 minutes, two to three times per day in the app
On averae, what navigational increase do businesses experience when they advertise on Waze local?
20%
On average, what navigational increase do businesses experience when they advertise on Waze Local?
20%
Specifically, small and medium-sized businesses and national brands already on the Waze map in the U.S. see a ___% increase in navigations to their locations upon starting their Waze Local campaign.
20.4%
The businesses already on Waze in the U.S. see an increase of ____ in navigation to their locations due to Waze Local
20.4%
What year did Google acquire Waze?
2013
In 2017, how many drivers visited local businesses advertising on Waze in the U.S?
3.3 million drivers (more than 9,000 per day)
In the U.S., for every extra dollar an advertiser spends on Waze Local each month, they reach an average of ___ new drivers.
384
We know that apart from hotel and transportation costs, Wazers allocate the biggest portion of their vacation budget ____ to restaurants
40%
Premium Waze Local Plus performance tracking capabilities include
A Reports Box that aggregates and charts overall performance data on a graph, with an export option for a performance breakdown by campaign (Ad unit type), and a performance breakdown by date range option.
What are the additional performance metrics that Waze Local Plus Dasboard includes?
A. History Navigations Counted when a user navigates to your location from the Navigation History menu. > History navigations track repeat navigations to your location. B. Save Clicks Number of times a Wazer clicks "Save for Later", "Save Offer", or "Download App" from an ad unit, including clicks from the Location Preview screen. > Save Clicks generate interest by encouraging drivers to save information to their Waze inbox to learn more about your business or offer. C. Inbox Impressions Number of times Wazers open an Inbox Message associated with your offer. > Increases awareness of your promotions. D. Inbox Action Clicks Number of times Wazers click the customizable Inbox Message CTA button. > Directs drivers to your promotions and locations.
What are the various performance tracking metrics includes in the Waze Local Dashboard for Starter?
A. Views (Impressions): Number of times your ad is displayed to Wazers. > Views help raise awareness of your business. B. Clicks: Number of times your Pin or Search result was clicked. > Clicks garner engagement and capture intent from Waze users. Calculate your ad's Click-Through Rate (CTR), by the following formula: Ad Unit Clicks/Impressions = CTR. C. Info Button Clicks Clicks on the (i) Info Button next to the main CTA and secondary action button from an ad unit, this leads to the Location Preview screen. > Educates drivers about your business. D. Call / URL Phone calls or website visits that originated from the Location Preview screen. > Increases driver engagement with your business. E. Navigations Number of times a Wazer clicks "Go" or "Drive There" from an ad unit, including from the Location Preview screen. > Navigations increase location awareness and drive in-store traffic. Calculate your ad's navigation rate, by the following formula: Navigations/Impressions = Navigation rate.
How does Waze use passive reporting from Waze users?
As Wazers drive, their paths are tracked, and can then be coded in the map as roads. Passive GPS reporting also helps Waze understand traffic patterns and typical route lengths throughout the day, ensuring Waze can provide the fastest, most accurate route for each user.
For the most effective Waze Local campaigns, we encourage advertisers to think about billboards and signs when designing their creative. What should you avoid?
Avoid repurposing digital ads cut from the Internet - Waze is a much different and unique medium!
What are the common benefits of certified or preferred?
Both levels entitle you to benefits including email support, access to Waze Local Plus at lower minimums, a partner badge, insights and case studies, invites to Waze livestream events, inclusion in the Waze Partners Repository, fun swag, and more.
What are branded pins?
Branded Pins increase location awareness of businesses along or near drivers' routes. How it Works: Like a digital store sign, Branded Pins inform and remind drivers that your business is on or near their route. Pins clearly mark a business' location on the map, and users can click on the Pin to see important information, like your business' address, store hours, phone number, and special deals. Actions: Drive There, Save for Later, Save Offer Pricing: CPM
What is the Waze Connected Citizen Program (CCP)?
CCP is an effort to form partnerships with local governments around the world. Essentially, CCP is a data exchange program, where the partner provides Waze with information on things like planned road closures and detours. In exchange, the CCP partner will gain information from Waze that can help with things like incident response and identification of high-congestion areas where infrastructure should be improved.
Pricing for both Starter and Plus is based upon what type of model?
CPM
The Waze Local Plus Dashboard is a comprehensive tool for managing and tracking the performance of your Waze Local Plus campaign. It includes various tabs, each leading to a different part of the dashboard, including:
Campaigns (see performance overviews and manage campaigns), Ads (review creatives), Locations (manage business and location information), and Settings (billing and account settings information).
What are the two Waze partner service levels you can achieve?
Certified and Preferred
What is an info button click?
Clicks on the (i) Info Button next to the main CTA and secondary action button from an ad unit, this leads to the Location Preview screen.
What type of additional support do Waze Preferred Partners receive?
Client acquisition Dedicated Account Manager Training materials
Zero-Speed Takeover displays ads when drivers ________. Select one
Come to a complete stop for more than 3 seconds—safety first!
The most successful ads on Waze are both:
Contextual and Memorable. The more tied to the platform your ad's creative is, the more likely users will be to engage with and remember your business.
What are History Navigations?
Counted when a user navigates to your location from the Navigation History menu.
What do Waze Local ads offer that traditional OOH and billboards lack?
Critical targeting and measurement capabilities to reach an audience of 100% nearby drivers in real time
What are some examples of Waze's CCP at work?
During Washington D.C.'s "Potholepalooza" over 10k potholes were reported. The DPT repaired these potholes through the Waze app within a 48- hour window to help make D.C. roads safer. In Rio, the government provided Waze with access to GPS on garbage trucks so Waze can reroute users around garbage truck routes.
What are the guidelines of creating a call-to-action that has the biggest impact?
For a Call-to-Action (CTA) that has the biggest impact, think about the end goal of your campaign when crafting your message. Consider what you ultimately want the Waze user to do, and what will incite action without being overbearing. It's also important to use messaging that is relevant to your campaign goal and aligns with Waze's CTA, such as driving to your storefront and increasing awareness of your business, special offers, and location. The Zero-Speed Takeover feature offers customizable CTAs, such as "Drive there", "Save for later", "Save offer", and "Download app".
How is Waze reaching drivers that are truly local to your business's area?
In the U.S., nearly ⅓ of the Wazers reached through ads live within 6 miles of the businesses advertising on Waze. Waze also helps you reach drivers along the route they frequent most often: the drive from home to work and back. In fact, navigating while commuting is one of the most common uses of the Waze app.
What can you do in the Waze Local Starter Dashboard?
In the Waze Local Starter Dashboard, you can do things like filter your reports by date and manage your account settings, monitor your ad's overall performance and see performance breakdowns. You can also view your campaign's Creatives.
Businesses advertising on Waze Local can also promote _______ to drive navigations to their locations.
In-store offers (limited time offers - promos, seasonal sales). These promotions among different advertiser categories can often be tied to strategic insights Waze Local provides businesses.
What do calls/URL mean to the advertiser?
Increases driver engagement with your business.
What does a Waze Preferred Partner require?
Must pass the Waze Local Advanced Certification assessment and reach a minimum investment amount of more than $15k per month in the U.S for 3 consecutive months, or $45K in the last 3 months in order to enjoy Preferred benefits.
What do navigations means to the advertiser?
Navigations increase location awareness and drive in-store traffic.
How can you calculate your ad's navigation rate?
Navigations/Impressions = Navigation Rate
What are Inbox Action Clicks?
Number of times Wazers click the customizable Inbox Message CTA button.
What are Inbox Impressions?
Number of times Wazers open an Inbox Message associated with your offer.
What are Save Clicks?
Number of times a Wazer clicks "Save for Later", "Save Offer", or "Download App" from an ad unit, including clicks from the Location Preview screen.
What is a view (impression)
Number of times your ad is displayed to Wazers.
How does promoted search work?
Offered in tandem with Branded Pins, Promoted Search helps you stand out on a crowded route! How it Works: Waze's Promoted Search feature ensures your business will be given priority in the search results of nearby drivers looking for your services, and includes your business logo and address. Actions: Drive There, Save for Later, Save Offer Pricing: Value Add (no CPM cost)
How does Waze use active reporting from Waze users?
One of the most unique features of Waze is the ability for users to actively report on what's happening around them in real time—informing fellow Wazers of what to expect while on the road. Wazers can report things like hazards, construction, heavy traffic jams, and road closures.
What is Waze's strongest point of differentiation?
Our engaged community of 100 million global users, who spend more time on Waze than major social media and other popular apps.
What is a Call/URL?
Phone calls or website visits that originated from the Location Preview screen.
When designing Waze Local ads, all brand messaging and creative assets should be _______?
Short and sweet, simple, and contextual
If you have Plus, a Waze Ad expert does all of the account management for you. Still, there are aspects of your account that you can review and edit as needed, including the ability to:
Switch between accounts Export performance reports Edit Business/Location Information Edit Pin and Standard Creative Images Enable/Disable Locations Edit Credit Card Information (only if paid by credit card) Enable/Disable Account
What should your copy look like?
Use a short and sweet, simple message and trusted branding - if you have a strong brand, use that to your advantage. The main goal is to make your business more visible.
What are the specs for a business icon?
Use an icon that clearly indicates what is being advertised at the marked location. Asset Dimensions: 152 x 112 px File Type: .jpg or .png
What are the specs for business logos?
Use your most recognizable business logo that clearly indicates what is being advertised at the marked location. The logo can be more detailed as it appears larger in the app than the Branded Pin. If your logo is more than 10 characters, use your business icon instead. Asset Dimensions: 690 x 550 px File Type: .jpg or .png Do not use images; business logos and icons only. The logo you choose must be high-resolution on all devices, and we recommend a solid color background with a logo overlay for optimal map performance.
Which of the following is NOT considered a user Action in the Waze Dashboard?
Views (Impressions)
What do views (impressions) mean to the advertiser?
Views help raise awareness of your business.
Where is Waze Carpool available right now?
Waze Carpool is currently in beta testing in Israel and the San Francisco Bay Area.
On which platform can small and medium-sized businesses or national brands seeking localized campaigns advertise?
Waze Local
If you plan to spend less than $100/day, which solution is most suitable for your business?
Waze Local Starter
What is Waze Local?
Waze Local is an ad solution for small and medium-sized businesses, or national brands seeking localized campaigns, to put their locations on the Waze map and connect with nearby drivers. Through ad formats like Branded Pins (essentially digital billboards), Promoted Search, and Zero-Speed Takeover (ads that pop up when drivers are at a complete stop), Waze Local helps area businesses raise their profile, increase location awareness, and drive in-store traffic.
How does Waze bring the billboard experience into the car?
Waze brings the billboard experience into the car, letting brands ride shotgun at the exact moment when Wazers are nearby their business. Beyond OOH and Traditional Billboards Waze combines the best of OOH advertising with the best of digital campaigns, including critical targeting and measurement capabilities that traditional billboards lack.
What is Waze for Brands?
Waze is connecting large national and global brands to nearby drivers with Waze for Brands. Waze for Brands offers everything that Waze Local includes, plus innovative partnership opportunities to promote products and services as drivers navigate with Waze.
How is Waze leveraging its global network of highly-engaged, loyal users with Waze for Brands and Waze Local.
Waze is leveraging its global network of highly-engaged, loyal users for both large brands and small and medium-sized businesses to connect them to nearby drivers and turn commuters into customers!
How does Waze save time?
Waze is programmed to always take drivers on the fastest route to their destination based on current road conditions. The Waze algorithm uses GPS tracking and exemplifies strength in numbers. The app's ability to select the fastest route improves with the density of users in an area.
What are the specs for custom creative?
Waze will offer custom creative services to all Preferred Partners in the U.S.
What is Waze?
Waze, a Google subsidiary, is a crowd-sourced navigation app used by 100 million drivers globally. Waze was founded in 2008 to solve the problem of traditional navigation systems being based on unhelpful, outdated static maps. Tired of sitting in Tel Aviv traffic, Waze founder Ehud Shabtai devised the Waze app, a navigation system that was smarter and more adaptable, with routes based on real-time traffic conditions. Five years later, in 2013, Google purchased Waze, and amplified its community-sourced navigation capabilities to an audience of 100 million drivers worldwide.
What is the Plus Solution?
What it is: Plus is Waze's premium mid-market solution for regional chains, franchisees, or any business seeking more features and live support. What it includes: This package offers the same benefits as Starter, as well as Zero-Speed Takeover, geographic targeting, and time scheduling. Plus also includes a dedicated sales representative, email and phone support. What's Zero-Speed Takeover again?: The Zero-Speed Takeover feature is highly effective at driving new customers to your business. There are even more benefits of Plus' add-on features, including the option of displaying additional locations and an Always-On function to reach more users and drive in-store traffic. Price / billing: You control your budget, starting at $100 per day, plus you get the option of credit card or invoice billing. There is a three-month commitment in the U.S.
What is the Starter Solution?
What it is: Starter is an ideal self-service solution for local businesses typically with fewer than 10 locations, looking to drive in-store traffic with their Pin on the map. What it includes: Two ad formats: Branded Pins and Promoted Search. Starter also offers geographic targeting, email support, and easy self-service sign up at Waze.com/business. Price / billing: This package starts at as little as $2 per day. Billing is by credit card only, and there is no commitment—you pay as you go!
How does Waze differ from OOH?
Where OOH has historically reached people when they're at home, work or at a fixed point in between, Waze Local reaches drivers on their way from point A to point B, and stays with them as they go. This transition moment is a perfect complement to a full media strategy.
If a client wanted to reach drivers for a Wednesday afternoon only campaign, could they do this?
Yes, with day part targeting
What should you consider to write a high-impact, aligned CTA for your Waze Local Ad?
Your campaign's end goal and Waze Local's CTA
Which additional ad format does Waze Local Plus offer?
Zero-Speed Takeover
What is Zero-Speed Takeover?
Zero-Speed Takeover reaches more Wazers and increases navigations to your business locations. In fact, in the U.S., Takeover ads can reach users that are 3.1 times further from your business than a standard Pin on the map. How it Works: Like a digital billboard, with Zero-Speed Takeover, your ads pop up when Wazers have come to a complete stop on their route for more than three seconds. These ads include information about your business and relevant offers. At Waze, we value safety, and this is the perfect—and safest—time to catch drivers' attention! Actions: Drive There, Save for Later, Save Offer Pricing: CPM, Available for the Waze Local Plus solution only.
The Waze Local offering differs from OOH and other advertising platforms by ____
bringing the traditional out-of-home experience into the digital realm with a platform native to the Waze app. Waze brings the billboard into the car so the brand is riding in the passenger's seat, reaching drivers in real time, when they're in close proximity to the advertiser's location. And unlike the most common digital advertising platforms, Waze Local has the ability to specifically and exclusively target drivers. Waze Local can measure how drivers interact with each ad, its reach, and the driver action taken, to make sure ads are increasing location awareness and driving in-store traffic.
