Google Maps ad traffic steadily growing

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.

‘Get location details’ clicks on the rise

While there’s no clean way to view all impressions and clicks from Google Maps, Google confirmed that very nearly all traffic attributed to the “Get location details” click type can be attributed to ads featured on Maps. Taking a look at the share of brand traffic for a sample of brick-and-mortar Merkle advertisers, we find that ads on Maps are steadily becoming a larger share of overall traffic.

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