Google has shared a case study of how Nissan UK uses store visit conversion data to see which keywords and campaigns drive people to their dealership to buy a car and increase their ROI by 25%. time. They used the data to map buyer journeys to reach them at key points in the search journey. Advertising Continue reading below They discovered that 6% of their clicks on mobile ads resulted in a visit. That's huge, considering the average consumer only visits a dealership twice before actually buying. You can see more in this video posted by : Google shared two more case studies last year showing how PetSmart and Office Depot used store visit data. 4. Does Google use beacons to improve?
Google said it was starting to fax list experiment with beacons to improve its algorithm. Google is investigating how to use Bluetooth Low-Energy (BLE) beacons for in-store analytics and store visits. In fact, Google has an ongoing BLE beacon pilot that should eventually help people who operate in smaller locations and businesses by ensuring that Google obtains and provides the most accurate and accurate location data for the least effort. Advertising Continue reading below 5. How many store visits are incremental? Although most shopping takes place in person at a physical location, digital channels – especially paid search – still play an important role in the search and purchase process. Google wanted to quantify the substantial offline impact of mobile search ads on a business.
Google therefore conducted a study of the top 10 US big box retailers (including Target and Bed, Bath & Beyond) to determine the number of incremental store visits. What Google found was that, on average, the number of incremental store visits generated by mobile search ads actually exceeded the number of online purchase conversions. otherwise, without the influence of mobile search ads. 6. How do I access store visit conversions? Store visits have been made available to more than 1,000 advertisers in 11 countries so far, and Google promises more will soon have access. If you want to start tracking store visits, you can contact your account manager.