Data about your online traffic and conversions is all very fine and good, but what if you maintain both a digital and physical presence? These two channels are not completely isolated from one other—advertisers need to know how one impacts the other.
Happily, there’s store visit conversions from AdWords. This metric shows how your online ad clicks influence your physical store visits, such as which campaigns bring you the most foot traffic (if you are a qualified advertiser; see previous link).
Earlier this fall, we talked about webrooming and showrooming, and how they’re a part of the omnichannel experience. The store visits metric gives you some feedback on the omnichannel experience you create for your customers, and provides insight on your ROI.
Using Distance and Location Reports in Store Visits
The store visit conversions metric has been updated for our trek through the holiday shopping season.
Using the distance report, advertisers can learn how far away a customer was from the physical store when they clicked on your ad or simply performed a search. Then, with location reports, they can see which locations drive the most store visits.
Armed with this information, advertisers can set higher bids for and target nearby regions that see the most clicks, maybe with limited-time deals (“Get 20 percent off in-store before 4 p.m.!”).
Further, they can invest in areas known to bring in the most visitors. Does a certain neighborhood or city (if you have more than one location) tend to send the most people your way? Increase your budget to attract them specifically.
How to Get the Most from Store Visits This Holiday Season
If your Google account representative has confirmed your eligibility for store visit conversions, take the following ad optimization steps to ensure you’re getting the most out of the metric in the holiday season and for the year to come.
- Determine how mobile affects your offline sales, and learn how mobile and desktop differ in terms of performance when you segment store visits by device. Then you can bid more for mobile shoppers who are more likely to actually visit your location. Hyundai UK used this metric to learn that the mobile rate for paid search clicks that resulted in a visit within 30 days was almost 5 percent, while for all paid search clicks it was only a little over 3 percent.
- Find out which products drive offline sales to understand which product categories better drive store conversions. Then you can maximize impression share for the categories delivering more offline value. Office Depot used local inventory adds with store visits to better understand on-the-go shoppers, and generated a 3X return on digital spending.
- Set the right location bid adjustments when you look at store visit conversions by distance. This will increase the chance of nearby shoppers seeing and clicking on an ad, and then following it up with a visit.
- Keep in mind that what products people search for can indicate how far they’re willing to travel. Someone in need of coffee may not go further than a mile, while someone shopping for furniture may go 10 or 20 miles.
If you have a brick-and-mortar store, of course you want to see people coming through the doors in the coming month. Take advantage of the store visit conversion metric to enhance your omnichannel offerings, and watch the shoppers coming skating in!