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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.

BEWARE: Nicolas Cage causes drowning – Big Data Analytics

big data marketing
Ok, so the attention-grabbing headline is a bit spurious. But there’s a very important message that we need to follow as we move into the world of big data and marketing analytics. And for the folks reading this, I’m referring to big data (marketing) and not the other facets that are utilising data in this new world – security, data privacy, profiling etc.

The thing is with data, care must be taken at every step of a big insight project to ensure you don’t stumble into pitfalls which could lead to wasted time and money, and believe me the wrong directive or correlation from big data can be very expensive, business-ending even…

Think Gerald Ratner using code.

For the benefit of those who are interested in Nicolas Cage and the correlation of people drowning each time he releases a film, click below.

Screen Shot 2016-02-08 at 11.05.26

Gleaning insight to this spurious correlation would mean, either finding another actor (bad for business MK1) or use Nicholas but employ 1000’s of life-guards to patrol swimming pools each time he releases a movie – (bad for business MK2).

It’s all tongue in cheeck of course. As we base a lot of our marketing strategies on insight, the power of big data becomes more relevant. However, making assumptions is a very dangerous thing, as Nicholas Cage knows full well.
Making the wrong decision based on your analytical data is very easy in inexperienced hands.

Big Data bring’s big responsibility.

Handling big data and analytical insight is business-critical. You should be leveraging all digital channels to gain insight to start with. If you’re not on social media, you are missing a huge opportunity, and more… insights and opportunities to listen to your audience and what they are saying about you.

You should be using Google Analytics and other data tools to find out how people behave on your Website/app.

Lastly, you should be installing an experienced team and hiring the right type of digital smarts to oversee any digital strategy for your business.

I’m off to improve my swimming, as Mr. Cage has a movie coming out later this year. Better safe than sorry, I suppose.

If you want to find out more about data-driven marketing contact the League of Extraordinary Advertising today & find out how we can deliver effective marketing for your business.