I came up with a great Google Ads prediction for 2020 today. During the recording of the Paid Search Podcast this afternoon, Chris asked me what my 2020 prediction is for Google Ads. We weren’t planning on doing any predictions, so I didn’t have one initially. But after a few minutes of thinking about it, it hit me that the best prediction I can give is that big growth will be happening with ads on Google Maps. A few things make me think there will be big growth with Google Maps advertising in 2020.
Clients Love Google Maps
The number one question I get from clients is “how to do I get my ads on Google Maps?” And the number two question I get is “how do I get my ad to show up higher on Google Maps?” I can just tell anecdotally from conversations with my clients that showing up prominently in Google Maps is a big priority for many local businesses out there, and advertisers really want to be found there when potential customers are searching for their service in Google Maps.
This interest is likely driven by business owners reflecting on how they use their own phone throughout the week searching for local services on Google Maps, and then they have the light bulb moment, “Hey, if I’m doing all these searches where I end up on Google Maps, then my customers must be too. I need to get on Google Maps!” I think a lot of the interest is driven by instinct and common sense from business owners who understand how important Google Maps is.
Another factor that I think will drive Google Maps advertising demand is automobiles getting smarter. I’m not talking about self-driving cars, at least not yet, rather I’m thinking about the dashboard and Android and Google Maps being integrated into the car, kind of like a radio is now. As time goes on it seems like auto makers will be making it easier for drivers to sync their phone life with their vehicle life. And when you get into your car, whatever is going on with your phone will sync up to your vehicle, and it will be a seamless connection; voice messaging, phone calls, podcasts, and of course, voice searches and map ads and directions, I see all that stuff being part of the vehicle ownership experience. Phones are so central to our lives these days, I think that as the phone and the vehicle become more integrated, vehicles will be looked at, by some people at least, as an extension of the phone and not so much a vehicle on its own as we think about it now. This CNBC article about GM integrating Google apps into their vehicles is exactly what I’m talking about. As phones, and specifically Google Maps, get more integrated into the vehicle, Google Maps will become more valuable to both Google and to its advertisers.
5G Speeds And Possibilities
A final factor that has me thinking about Google Maps advertising is the coming technology advancement called 5G. I don’t know much about it, and I’ll be studying up on it further, but so far what I’m gathering is that phone internet speeds are going to be really fast and new uses for mobile internet will become more viable with 5G. All this makes it sound like people will be using phones even more when they’re out and about, and Google Maps will likely become even more used and also even more useful when 5G arrives. 5G sounds like a very good thing for Google Maps’ prospects.
So there it is, Google Maps advertising continuing to grow is my 2020 Google Ads prediction. Advertising on Google Maps will become more important and more prominent in Google Ads. I don’t know the details of how this plays out, whether it’s something like more features related to using Google Ads on Google Maps, more data, more control, or all three, but I have a feeling advertising on Google Maps will become more and more in-demand by advertisers and more prominently featured by Google.
Thanks for reading, and be sure to check back to the blog and the YouTube channel for more Google Maps advertising articles and videos in 2020.