Get the most important digital marketing news each day.
Google Maps ad traffic steadily growing
Columnist Andy Taylor of Merkle shares data on the growth of ad traffic from Google Maps, including conversion rate and CPC data by device.
Over the last couple of years, Google updates have shown the company’s growing focus on monetizing searches with local intent and navigational queries. From local inventory ads, which are a version of Product Listings Ads that feature information on when a product can be picked up at a local brick-and-mortar store, to ads featured in the Local Pack, it’s clear that Google sees local searches as fertile ground for more ad interactions.
This strategy has extended to Google Maps, where ads derived from location extensions now populate for searches. These ads are steadily growing in importance, as shown by a rise in the share of traffic attributed to the “Get location details” click type.
Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.