Drive Store Sales With AdWords
A customer’s interaction with your business can start online and finish in store. Many consumers research online to read opinions and reviews from existing customers before deciding their next step. Often this research is done from mobile devices when shoppers are on-the-go, before visiting a suitable physical store nearby to purchase offline. AdWords ads can be used to connect with shoppers when they are researching on-the-go to help turn ready-to-buy online shoppers into satisfied offline customers.
Increase Foot Traffic With Search Campaigns
To get customers into your store it is important that they know your store is close by. If a user searches for products or services in your area, AdWords campaigns can bring them closer to your store and increase the likelihood of an in-store purchase.
Using Nearby Business Ads in your search campaigns will display helpful information for customers like directions to your business and provide the opportunity to call your business directly. To reach a wider audience, you can opt your search ads into the Google Search Partners so that your ads are eligible to show in Google Maps.
When using Nearby Business Ads we recommend using the Ad Preview tool to test how your ads appear in the specific locations. It is always worth checking that your ads appear as you expect them to for users searching close to your location.
Increase Foot Traffic With Shopping Campaigns
Encourage potential customers to visit a nearby store location by showing them what products are available. Use local inventory ads for your Shopping Campaigns to show product availability, price and store information to shoppers in your area.
Local inventory ads allow you to show your customers in near real-time what’s available in your store through a Google-hosted local storefront, making it easy for customers to find your store while showing them related items. If a customer is in your area and knows that you have the product in stock, they are more likely to visit your store and make a purchase.
Measure Offline Conversions
It is important to understand the full return from your online ads by accounting for the additional conversions that can happen offline. To help with this AdWords has been working on a solution to tie clicks on search ads to in-store traffic and sales, and in December last year announced the “Store Visits” metric in estimated total conversions.
Store visits are determined based on user proximity to the advertiser’s location on Google Maps from users that have location history activated on their Apple or Android smartphones. Advertisers need to verify their store locations with Google and associate them with their campaigns to collect the store visit measurement.
It is worth noting that this metric only estimates store visits, not purchases and that due to privacy thresholds, an individual’s actions won’t be attributed directly to a search ad click.
Alternately, you can import offline conversions to measure what happens after a user clicks on your ad. To do this, AdWords provides you with a unique ID, known as a “GCLID”, for every click that comes to your website from an AdWords ad. If that person converts offline, you can give that GCLID back to AdWords along with details of the conversion for it to be recorded.
AdWords can be used to drive foot traffic in-store and measuring ‘Store Visits’ and offline conversions as a part of total conversions can help provide a clearer view of the impact of your AdWords campaigns.
If you would like your account optimised to drive foot traffic in-store or to find out more about measuring offline conversions, email info@searchscientist.co.uk
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