Ever thought of optimizing your online campaigns for offline results?
It’s great that you are able to drive offline activity with online ads but it is half the battle won as much is needed to do. On the contrary, if the online data isn’t turning into sales, you aren’t putting efforts in the right way. You should know how to win today’s omnichannel shopper.
In this blog, we’ll discuss three important factors that can affect the store visits conversion data in AdWords.
Note: Check your eligibility for store visits conversion tracking in AdWords
Offline value of online ads
There is a simple formula for calculating offline value of online ads and also you can determine of different online variables. Use Store Sales feature of AdWords to make calculations. Ask your Google AdWords representative to confirm that you are eligible to use this feature.
- Determining the impact of mobile on your offline sales
In order to drive online data for offline action, you should start with classifying store visits by devices. It will help understand rate of conversion mobile data and desktop data individually.
Why separate store visits by device?
Dividing data will help you understand impact of mobile data and you can bid more for the mobile shoppers that are more likely to visit your store to complete the sale process. Today, more than half of the targeted customers are mobile users. It is time you see how your mobile ads are driving offline sales.
Mobile shoppers are more likely to visit your store due to convenience hence you should make adjustments to your mobile bids to make your ads visible for these shoppers. It will increase offline sales driven by mobile data.
If you are running multiple ad campaigns, link each AdWords account to your Google My Business account. Linking accounts is needed to use AdWords Store Sales feature.
You can even see store visits conversion without using AdWords feature. Count clicks on the location extensions to see the performance difference of mobile and desktop shoppers. One interested in visiting your store will click on the Get Directions tab to reach your store.
In your AdWords account: You can increase the mobile bid adjustments of your ad campaigns up to 11x to boost offline value of the ads.
Data of Return on Ad Spend on ad campaigns will show variations in average value of orders between offline and online channels. Here you need to focus on products that customers are evaluating as the customers are more likely to visit your store for buying those products.
Case study on Hyundai Motor UK Ltd
Hyundai Motor UK Ltd is a subsidiary of Hyundai Motor Company. It provides after sale service for new and used Hyundai cars with the help of 157 dealers across the UK.
It started an exercise to engage the in-market car buyers to improve brand awareness and lift the product lines. For all the 157 dealers, the company decided to invest in the hard KPI to drive leads.
The company ran campaigns on two branded keywords and used the AdWords Store Sale feature to see results:
- Number of website visitor 303,131/month
- Visits to stores 7,980/month
- Clicks resulted in store visits – 3.4% desktop and 4.9% mobile
- ROAS is 1,737%
Results indicate higher value of mobile search marketing
- Which product drives offline sales?
There could be innumerable products but it is better to know which product line is creating interest in customers and driving offline sales.
Why understand different product categories?
Categorizing products will help mark the products with higher offline value. Also the ad campaigns can be categorized according to product values and the ads or ad groups can be optimized with store conversions in mind
- Invest more on higher value products
- Mobile bid adjustment for these products should be high
- Display promotional offers along with products in sitelinks
- Find more keywords for these products by focusing on broader matches for these products
Generic terms are more valuable than broader matches as customers could start their search using generic or short tail keywords before choosing keywords for specific products and models.
In AdWords account: Increase mobile bid adjustment for this account for more offline value of ads.
Case study on Office Depot Inc.
The company used Local Inventory Ads (LIA) to tap omnichannel customers and got 3x Return on Ad Spend on digital marketing. It has better customer insights and shopping experience. The company marked the higher value products with the help of AdWords Store Sale and LIA.
- Why set the right local bid adjustments?
If you can distinguish store visit conversions by distance, you can easily calculate local bid adjustments for your ads.
Why segment store visits conversions by distance?
Separating store visit conversions will help in displaying ads to the customers that are close to your store. These customers can see location of your store by clicking on the ads.
Distance Report of local extensions will express click-through-rate (CTR) by distance that will show how actions and performances of targeted audiences vary according to distance from your store.
The report will help you target the customers that are searching that you can offer immediately
Determine levels of local bid adjustments according to performance difference by distance especially when comparing national and global average of your AdWords account. The actions can also vary according to products. For instance, one looking for coffee will search nearby shop that one looking for furniture.
Include phrases like “near me” in your keywords to come up in searches
By observing the CTR variations by distance in location extension, you can determine more than one radius and make individual bid adjustments for each radius.
Distance from location extensions CTR
Within 1 mile 4.0%
Within 5 miles 2.8%
Within 10 miles 2.0%
In AdWords account: Set your location bid adjustments at 4x higher bid than the account and then you can determine individual bid tiers for ads according to distances.
Offline performance of online ads can be increased without making many changes in the ads or making more ad groups. What you need doing is keeping an eye on the performance differences of the online traffic and optimizing the ads according to preference and actions of customers.