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Google Ads can now track offline store visits.

This. is. critical. if. you. own. retail. stores.

Finally, we can now measure effectiveness of our Google Ads and other PPC strategies that drive footfall to your physical bricks and mortar store.

Google generously wants to help you understand how AdWords paid search campaigns influence those physical store purchases.  They deliver that generosity for the lucky businesses that can see “Store Visit” conversions in their AdWords account.  This is generally going to be hotels, restaurants, and retail stores. It is released in beta format.

This is an amazing addition for businesses in Northern Ireland especially, where a high percentage of online activity leads to an actual in-store purchase.

Google store visit conversions are available to a limited number of AdWords advertisers. In order to be eligible to measure store visit conversions you need to:

  • Have multiple physical store locations in eligible countries.
  • Receive thousands of ad clicks and many store visits.
  • Have a Google My Business account linked to your AdWords account.
  • Create each of your store locations in your Google My Business account.
  • Have at least 90% of your linked locations verified in Google My Business.
  • Ensure location extensions are active in your account.
  • Have sufficient store visits data on the backend to attribute to ad click traffic and pass Google’s user privacy thresholds.

Store visit conversions are determined using data from users that have opted-in to share their mobile device location history and are signed into a Google account, and also from users that are like them based on a highly accurate algorithm, which extrapolates data for non-signed in users.

How it works

Store visit data is based on anonymous, aggregated statistics. Google Ads creates modeled numbers by using current and past data on the number of people who click or view your ads and later visit your store.

Store visit data can’t be tied to individual ad clicks, viewable impressions, or people. Google use industry best practices to ensure the privacy of individual users.

Small numbers in store visit reports

Occasionally, store visit reports may show low numbers, even “1.” This can happen if you’re looking at data on more detailed level, such as segmenting by device. Because numbers are modeled and anonymized, “1” does not actually mean that that one person clicked or viewed an ad and then visited your store. Instead, it’s better to read this as a value close to one, or an average of one.

While this data can give you a sense of the breakdown of your campaign performance, store visit reports are more precise when the numbers are larger. So, to evaluate your campaign performance, we recommend using reporting levels with at least 100 store visits.

It’s also important to note that even when the reports present small numbers, our privacy techniques ensure that store visit data can’t be tied to individual people.

Get registering on-site store visits.

Want to get set up with this latest tracking conversion? Just email Marco at info@leagueofadvertising.com to find out more.

2019-20 will be huge for Google Shopping ads

Big news from Google Marketing live.

eCommerce companies need to take note.

Our friends at Google shopping have decided to shake things up in eCommerce with the announcement of 3 new ad formats in Google shopping.

In short they’ve taken a little piece of Instagram and Facebook and blended formats that drive long-tail engagements.

Google are introducing Discovery ads, Gallery ads and Carousel shopping ads this year and will stagger them out globally thoughout the next 12 months.

Exciting times, and not surprising seeing the uplift eCommerce companies have received from Instagram and Facebook where on mobile especially, the ad unit is much more effective and “shoppable.”

Discovery ads
Discovery ads are native ads that appear in multiple Google feed environments. Google’s VP of Product Management Brad Bender said at a press briefing yesterday that Discovery ads are “visually rich, mobile first and use the ‘power of intent.’” Here, “power of intent” means signals Google derives from consumers’ past site visitation, app downloads, videos watched and map searches. These are essentially the same signals Google uses for In Market Audience targeting.

It mean advertisers will have to create brand new Discovery campaigns.

Gallery ads
Mobile-Only. Gallery ads are more visually compelling units that will appear at the top of mobile search results. They offer a scrollable gallery with between four and eight images and up to 70 characters available for each image. Advertisers pay for these on a CPC basis, either when a user clicks through to a landing page or swipes to the third image in the sequence. However, the cost for a click or a swipe (“paid swipe”) is the same.

Shopping Ads Showcase
Showcase Shopping ads were first released in 2016 in the U.S. intended to offer retailers the opportunity “showcase” a curated list products responsive to non-branded searches such as “summer dresses” or “outdoor furniture.” Google previously said that up to 40% of queries are for these broad product-category searches.

Google’s latest announcement extends Showcase Shopping ads to Google Images, the Discover feed, and YouTube feed. The latter will roll out in the near future.

The ads feature a main image and smaller images, but expand to offer multiple products selected by the retailer. The ads can also carry location information for those retailers that have nearby locations and offer the featured product(s) in-store.

Conclusion
So eCommerce retailers and digital ad agencies need to up their shopping game.

Shopping is by far the most effective Google Ad product for eCommerce and this looks like a win-win for online retailers in the search to drive more growth.

If you need any Google Shopping advice or wish to know more about the latest releases email info@leagueofadvertising.com to find out more.

Beyond 2016 – Retail brands become “Media brands”

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It’s already happening, right from under your nose.

Does that mean brands are going to shift focus into a new industry? Of course not!

What I mean from the opening headline, is that every retail brand, and business will become media savvy and ultimately generate video, social and media content because that’s what the customers will engage with.

It’s not that they will become the next star on MTV, but media will become part of their story, it will be in their DNA.

Take social for example, that’s a medium. Retailers have finally realised the power of this medium to market to customers. Granted, a lot of businesses put the onerous task of social media marketing to junior members of their team – this is wrong, social needs clever handling and if using it for ecommerce – there’s an important sales cycle to be looked after. But these businesses would never have been engaged with this media unless consumer need demanded it.

The consumer is driving the desire for consuming media content and businesses are now reacting. Devices and technology are facilitating this drive.

Ecommerce

Over the next ten years, those same technologies that are driving discount advertising will be giving marketers and business leaders a more sophisticated understanding of their customers. They will be able to parse vast volumes of customer data, and monitor and hold significant social media-based relationships. The knowledge and insights thus generated will turn marketers into key agents in the delivery of innovation and the creation of new layers of brand value.

Yes, the whole retail marketing world will have its clock set back to zero. We will see major areas of brand building innovation take over the role that advertising plays today.

Brand advertising will be a deep-dive experience. Imagine, watching a TV ad on your Smart TV, a real-time trigger lands on your tablet or mobile device from the ad, offering a rewarding, deeper experience. You then view more content about the brand, you tweet, post and share it with your friends and you are led, almost stealth-like to the purchase button.

Before you know it, you have bought it, reviewed your experience and shared it with your friends on a social network.

That digital eco-system will have been planned by the brand from the very beginning.

And it doesn’t end there, the brand now has your details, you’re an advocate and they can create additional layers of value and utility that can ‘lock’ you into their brand rather than have you switch to a competitor in the future.

The simple reality is that every brand will be a media brand. In tandem with brand experience and marketing products, brands will be focused on the overlap between content that informs a customer about products, services or propositions, content that educates them in its use or in the things they can do, and content that entertains them around the core proposition of the brand.

Are you ready for this brave new world?