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Google recently announced a number of changes coming to AdWords and Analytics during the Google Performance Summit, with mobile being the huge focus.

Here are seven mind-blowing mobile stats that explain why mobile is a must to bridge the gap from the mobile world to the physical world:

  1. Around 90% of all global sales will happen in stores, as opposed to online.

  2. Nearly a third of mobile searches are related to location.

  3. Location-related searches have been growing 50% faster than mobile searches overall in the past year.

  4. Over a billion people now use Maps globally.

  5. Google searches (on and Maps) guide consumers to 1.5 billion destinations every year.

  6. 84% of consumers conduct local searches.

  7. Three out of every four people who search for something nearby using their smartphone end up visiting a store within a day, and 28% of those searches result in a purchase.

Introduction of Google Map Ads & Promoted pins were among the key announcement made by Google.

The new Google Maps ads are designed to help businesses be more visible at moments when consumers are searching online especially on their mobile devices.

The new local search ads will appear within the Google Maps app, on the Google Maps mobile, desktop, and tablet sites, and on Expanded Maps results.

In the Google Maps app, which has more than 1 billion downloads, a single ad with a purple ad label will be featured in the top spot above the organic results. For searches within Google Maps, Google will show a maximum of two ads with a purple ad label at the top of the search results.

Google will show the most relevant ad on the basis of below key points:-

  • Query context.

  • Location.

  • Search/browsing history.

  • Interests.

  • Behaviors.

  • Time of day.

  • Demographics.

Promoted Pins

Google will soon also bring Promoted Pins to Maps. These branded pins are designed to help business stand out to people who are nearby or who will walk or drive right by the business.

If somebody is looking for a pharmacy, nearest Supercare pharmacy ad might appear at the top of the search results. In addition to highlighting details about Supercare Pharmacy, it will also have in-store promotion (20% off on Nutri supplement).

The right promotion could help the business drive more store visits.

Opportunity for Advertisers

This new ad format will increase opportunity for advertisers to explore mobile advertising more as it will relate to location & navigation. This will not only have the option to advertise but also to share details about their offers & promotions. Tapping Promoted pins will share a lot of information through business page about offers and promotion about the location. This showcase the power of location based targeting through mobile and search.

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