Google locally focused ads poised to play important holiday season role for brick-and-mortar brands

Google has long touted the growth of queries with local intent, such as those that include the words “near me” or a location name, such as a city.

Over the past couple of years, the search giant has set about to monetize this ever-growing segment of queries. Whether directly on its own domain, such as with Local Inventory Ads, or in its popular navigational app, Google Maps, new local formats are beginning to deliver meaningful shares of both brand and non-brand traffic.

It’s likely to have an even more dramatic impact this holiday season, as 2016 data showed strong growth of Local Inventory Ads and Google Maps ads leading up to Christmas Day.

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