Google has improved reporting capabilities and in-store sales offers to help marketers working on top-performing campaigns to increase offline sales.
The new features are built to help advertisers better understand omnichannel shoppers, who are 2.9 times more likely to make a purchase from brands, according to Google.
Why we care: Marketers can accurately measure their brand’s total sales both online and offline using Store Sales, helping them better optimize offers for in-store revenue, which can lead to a return of higher omnichannel ad spend (ROAS) and increased offline sales.
What’s new? Google has added a number of new and improved features to Store Sales to help advertisers better understand the success of their campaigns. This includes:
Smart Bidding Capabilities: This feature optimizes Google ads to improve in-store sales conversions.
Alignment of reports: This methodology, which can be used across Store Visits and Store Sales, will allow advertisers to better understand store visit rates by campaign.
Holistic measures: There will now be ROAS calculations for online and offline conversions.
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How it works: Store Sales analyzes sales data to measure online to offline ad activity. By uploading and matching your brand’s transaction data, in-store sales can help advertisers identify how ads translate to offline purchases.
What did Google say? Beta customers who have used Store Sales have reported a significant increase in their sales volume and ROAS. In a statement, Google said Dutch variety store chain HEMA saw an 89% increase in return on omnichannel ad spend as it was able to create more personalized ads using its data. Meanwhile, Indian jewelery brand Tanishq reported a 7% increase in offline sales.
Deeper Dive: To learn more about implementing in-store sales data and analyzing top performing bid campaigns, visit the Google Help Center Store sales or Smart Bidding.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book “Mastering In-House SEO.”
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