Holiday shoppers increasingly turned to Google Maps in the countdown to Christmas Day
Columnist Andy Taylor from Merkle shares data on how consumers engaged with Maps and Local Inventory Ads over the holiday shopping period.
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.