There are NO faults in the stars for the Google authorities in the recent past. The local searches have proven to be highly beneficial for more ad interactions. The company‘s main target remains monetizing searches with navigational queries. To keep it short, Google remains at the helm mainly for its local inventory ads, which mainly depicts the information of product available at a local store, and the ads featured in the Local Pack. This overwhelming success has led the authorities to rope in the Google Maps, where ads related to local extensions now populate for searches. Columnist Andy Taylor of Merkle shares the information about the growing value of these ads, as depicted by the amount of traffic credited to the “Get location details “click type.
Sucessful take off for ‘Get location details’ :Google stated that the amount of traffic attributed to the ‘Get location details’ click type can be redireted to ads fetaured on Maps. The major portion of the share in traffic is attributred to the ads on Maps. This can be better manifested by viewing the share of brand traffic for a sample of brick-and mortar Merkle advertisers .Brick –and – mortar brands saw a growth in the ‘Get location details’ traffic and the present scenario witness about 5 percent of brand traffic coming from this click type. The disproportiante share on phones portrays the frequent usage of mobile device.
Interestingly, this click type is on the verge of growth , adding to the traffic mainly for the non-brand text ad click , but is trending at the zenith for phonesand tablets . Sounds funny , but users resort to their phones and tablets only if they want to search a non- brand product from a specific store . Non-brand traffic are found to be extremely beneficial for advertisers as brand traffic searches within Google Maps would usually generate the brand’s local business locations mechanically without any ad-present.
The reason behind the rise of the tablet click share, instead of phones , for non-brand , is unknown. Non- brand searches in Google Maps are more frequented on tablets than on phones.
To cut it short, the bulk of ad traffic sourced from ads on Google Maps are on the rise , irrespective of any device. But ,only Google has the entire knowledge of the data in terms its query coverage and the number of ad units shown, and the future growth of these shares is hard to predict .
However, there are certain things to remember before proceeding.
Adverse effect on the Online Conversation rate : Google Maps Searchers are more precise in their search for physical stores and are less likely to convert online for searching in the Google’s primary sphere . This unveils the picture that the amount of click and conversion for this click type is so low for non-brands that a clean conversion rate comparison is not applicable . Another noted fact here is that most brands find that non-brand conversion rates are strikingly lower for ‘Get location details’ clicks than the overall non-brand clicks .
CPC might experience a hike : Google Maps traffic is very much a part and parcel of Google search traffic and not the search partner network .So , this leads to the conlcusion that brands cannot exclude ads fom showing on Google Maps if active location extensions are present, as the ultimate goal of all search campaigns is Google search.
Also , the ‘Get location details’ clicks are more costly on mobile devices than the overall CPC for brand text ad for the median advertiser .
Another striking feature remains that desktop CPC for ‘Get location details ‘ is actually undereneath than the overall CPC. Contrasingly , phones which have the highest click share coming from ‘Get location details ‘ CPC is perceived 30% higher . Again, Tablet CPC is way higher than that but the reason, as usual , unknown.
Mystery prevails on why these clicks are more costly. But the story remains that for search partner non- brands clicks are cheaper for most advertisers than google.com traffic , but goes Vice Versa for brand keywords .
The current scenario views CPCs not really effecting campaigns with a small click share right now. But the future foresees a little alteration if Google can ramp this traffic up.
In the end : The recent success story of the Google includes focussing on driving ad traffic searches with local intent , enlisting advanced formats like local inventory ads and ads in the local pack. Many of these ad units are found extremely beneficial to advertisers by pitching the local business information to interested searchers. In addition to this , Google has also something in store for the brands with multiple outlets .Besides proximity , there will be also other factors shown to the user searching for the outlet . Fingers crossed, Google would be able install such advantages if the ad units continue to grow in terms of traffic share. Till then, brands with physical outlets should resort to in-store conversion and visit tracking , obtained through Google and other third parties. This helps making a count of the amount driven by ads, found any where across Google search network or through Google Maps.
Source : searchengineland.com