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The 50 States Of Google: What’s The Search Giant’s Economic Impact On US Business?

Across the U.S., Google says its search and ad programs helped drive $165 billion in economic activity in 2015.

With Google’s location-based searches growing at a rate of 50 percent — faster than any other query type — the search giant’s ability to connect local businesses and consumers is certain.

If anything, the only uncertainty was figuring out exactly how big of an impact Google’s search, mapping, and ad products have. Since Google is all about quantifiable results, the company has released an Economic Impact report with details on how much consumer spending is driven by Google in each of the 50 states.

Nationally, Google claims to have helped generate $165 billion for local businesses, web publishers, and non-profits last year. Among the nationwide highlights:

  • 1.4 million nationwide businesses and non-profits benefitted from using Google’s advertising tools, AdWords and AdSense, in 2015.
  • 97 percent of internet users look online for local products and services
  • Twice as much revenue through exports created by “web-savvy” SMBs

Not surprisingly, the state that got the the biggest boost from Google was its home, California. The Golden State saw $36.8 billion of economic activity last year from Google’s various programs. (Mountain View-based Google also employs about 30,000 people throughout California.)

The company’s emphasis on helping businesses satisfy “micro-moments” of immediate need for everything from a cup of coffee to car repair to healthcare through “near me” searches has become more embedded in Google’s marketing in the past year, as consumers and brands have shifted heavily to mobile.

“Nearly one-third of all mobile searches are related to location — and every month, people visit 1.5 billion destinations as a result of those searches on Google,” said Jerry Dischler, VP of product management and the head of ad products at Google, during his presentation at the Google Performance Summit. “These are moments for your brand to be there [on Google Maps] and be useful. For example, if I want a cup of coffee, I reach into my pocket, and I’m on my way to the nearest café. Or, if I’m running low on gas, the closest station is only a few taps away. We do this for every kind of micro-moment, from ‘What do I want to do’ to ‘What do I want to buy?’”

That means consumers will see more “branded, customized experiences for businesses on Google Maps” with the promise that advertisers will increase store visits.

 

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.