Holiday shoppers increasingly turned to Google Maps in the countdown to Christmas Day

Andy Taylor on
  • Categories: Channel: SEM, Column: Paid Search, Google
  • Ahead of the 2017 holiday season, I wrote a column detailing how much more important locally focused ads became during the 2016 holiday shopping season, namely Local Inventory Ads and ads on Google Maps. Analyzing last year’s data, I found that searchers became increasingly likely to search for both brand and non-brand keywords within Google Maps as the number of days before Christmas shrank, and the share of traffic coming from ads featured in Google Maps likewise rose.

    Taking a look at the most recent holiday period, we find that searchers once again turned to navigational apps in the lead up to December 25 to find store information for last-minute purchases. This led to the highest one-day share of traffic ever coming from Google Maps ads.

    Read the full article on Search Engine Land.]

    About The Author

    Andy Taylor
    Andy Taylor is a Senior Research Analyst at RKG, responsible for analyzing trends across the digital marketing spectrum for best practices and industry commentary. A primary contributor to the Merkle | RKG Blog, Dossier, and quarterly Digital Marketing Report, his 4+ years of experience have seen him master and provide valuable insights into topics that extend across paid search, comparison shopping engines, display advertising, SEO, and social media. Prior to coming to RKG, Andy worked as an event organizer for a political campaign and dabbled in freelance writing. A graduate of the University of Virginia with a degree in Economics, he likes to spend his free time watching documentaries and selling homemade ice cream sandwiches at farmer's markets with his girlfriend.