Google to supply advertisers with shopper location data on Black Friday
Google plans to share its trove of user data, such as geolocation and key search terms, with advertisers this Black Friday to make it easier for them to reach buyers more effectively in real-time.
The search giant will share the data with paying advertisers in the hope that it spurs more mobile ad buying as the company battles Facebook for digital budgets during the busy festive period.
Google plans to do this with improvements to its AdWords feature which will now update its store visit tracker to give advertisers more granular details on the connection between mobile search queries and store visits.
Previously the service only gave retailers and advertisers insights into foot traffic for stores on a given ad campaign however the updates will now allow them to see and tweak spending based on shopper’s search keywords and at any given moment.
The move follows a string of changes which Google has recently made in an effort to strengthen ties with advertisers. Last month it introduced a feature which allowed advertisers to see how product searches vary by region, something which both Facebook and Twitter have attempted to do with retail beacons that help tie mobile ad budgets to physical purchases.
Shoppers will also benefit from the company’s service on Black Friday with a dedicated blog post where shoppers can see how busy stores are and search for in-stock items.