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.
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