- What does the term “store visit conversion” means?
- What is the technology used to measure store visits?
- What is new with Store Visits?
- Can beacons be used by Google to improve?
- How many visits at store are incremental?
- How can one understand the store visit conversions?
- Where can one view visit conversions?
Well E-commerce sales usually in most cases totals more than $341 billion in the upcoming year 2015. That is really great. But nearly 90 percent of sales still happen in stores and certainly not online as per Google.
In the year 2014, Adwords introduced in-store visits metric. In true sense, the consumer purchase journey is surely not an easy one and Google surely wanted to help businesses how much in-store foot traffic the location-based PPC ads were driving.
Google has measured nearly more than 1 billion store visits but this is not accessible to powerful metric. At the Google Performance Summit, where Google announced Expanded Text Ads with new local search ads giving preview of new Adwords interface as in-store conversions were one of topics of discussion.
Say for example, if you have local business, the exclusive combination of in-store conversions with Google Maps Local Search ads are an killer combination.
Here are certain concepts one need to know about Adwords’ store visit conversion.
1. What does the term “store visit conversion” means?
Google can easily estimate conversions of store visit by just checking at the phone location history checking whether anyone has clicked on the search ads visiting the store. Google usually looks at ad clicks on various devices like smartphone, tablet and desktop.
Various in-store conversion data will surely help one to understand the perfect keywords in ad campaigns and keywords so that you can optimize the account to increase the ROI. Well that does not guarantee that someone bought from you just that they visited right after clicking on one of the ads.
The goal of the Google is to provide the data so that one can contribute the online value of the ad spend. As per the records, in less than 2 years, advertisers in the restaurants, retail, travel, finance and automotive industries have received more than 1 billion store visits globally.
The data gathered from in-store conversion data is usually based on the average data which is gathered from people who have the Location History turned on. The conversion cannot be tied to an individual person or ad click
2. What is the technology used to measure store visits?
Google Maps knows the clear idea about the exact borders and coordinates of millions of businesses globally. Adwords team worked with Google Maps team to match various location history for hundreds of millions of users with various Maps data with more than 2 million businesses.Google use hybrid approach with the help of various signals to measure visits. Some of the signals as per marketing land include:
- Google Maps Street View Data and Google Earth
- Mapping several borders and coordinates for millions of stores globally.
- Signal of Wi-Fi in stores
- Visit behavior
- Query data of Google
- GPS location signals
- Panel of over 1 million in various in-users which provides on-ground location validating accuracy of data and inform modeling.
To maintain accuracy, Google has made a survey on more than 5 million people to make sure that they have actually visited the store. With the help of this information, Google updated algorithms to make sure that the results are 99 percent accurate.Let us get a detailed idea about how Google measures store visits.
Understanding Geometry of stores and Geography
The team of Google’s Map has a mapping technology which will help to understand the store location of the advertiser but also the shape of the store. There are millions of buildings all across the world mapped in precise detail. So one can get a strong understanding about the starting point of the location.
One can connect with Wi-Fi, GPS location signals with cell tower to see which stores are receiving visits.
Checking Maps data over and over again
There are loads of reporters who can give idea of the history of location with really great maps right at disposal. But certainly that is not the only set of data which is used. There are usually survey panels of more than one million users who can visit whether the data of the store is accurate or not.These user survey panels can effectively calibrate the algorithms informing the data modeling right on location. It will help to get the store visit estimates with high level of accuracy.One can double check the data by conformation given by the panel as they check the data out. But if the panel data says otherwise then there is problem in the working model.
The right proximity at right time
Being near a store does not count as a visit. There are some considerations. Certainly one minute visit is not the same as thirty minute visit. People who spend time at the stores for long are no counted as store visitors.
3. What is new with Store Visits?
As per the performance Summit, Google has given store managers right to dealership to track the number of visits to their website to the manufacturers like auto manufacturers tracking the visits of the store.
To see and view conversions, keywords and campaigns were used to drive people right into dealerships to increase ROI by 25x. One can use the data to effectively map buyers to reach them at various key moments of the journey. As per 6 percent of the total mobile ad clicks, this can surely result in visit. This can be huge as per the average consumer where dealership is increased twice before buying.
4. Can beacons be used by Google to improve?
Experimenting with beacon, Google can improve its algorithm. Google is now exploring how to use Bluetooth Low-Energy (BLE) beacons right beacons for in-store analytics as well as in store visits.
With the Google has BLE beacon pilot underway which should eventually help people to operate at several other smaller locations as well as businesses to ensure that Google is providing and getting accurate and precise data for location at least amount of effort.
5. How many visits at store are incremental?
At various physical locations, most of the purchases are made but digital channels mostly in the case of paid search can play a huge role in buying and research process. Google wanted to know the offline impact which search ads in mobile can have on business. So 10 top big-box U.S retailers can help in determining the store visits.
Based on the survey, Google found was that the number of incremental store visits is driven by search ads of mobile exceeding the number of purchase made in online conversions. Well study found that these store visits would have never happened if it is not for the influence of mobile search ads.
6. How can one understand the store visit conversions?
Well store visits have been available to more than 1,000 advertisers in nearly 11 countries and Google will promise to gain access soon. If one want to start tracking store visits, then one can contact the account manager.
Certainly not each and every business can track visits of the store- but there are few requirements. One must:
- One can have multiple physical store locations in an eligible country.
- One can get thousands of ad clicks with several store visits every month.
- One can link a Google My Business account directly to the Adwords account.
- Enabling extensions of location.
7. Where can one view visit conversions?
Right in the campaign reports, store visit conversions can be added to All conversion column right in the campaign reports. If you haven’t already, one will need to add this column right to the reports.
The visits at store are available right through campaign, ad group and keyword level and easily be segmented by device.
Well you are certainly well aware of the growing importance of Adword Store Visit Conversion. So to invite more quality lead to your website, hire Adword’s expert from us and bring quality leads to the website.
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Ayan Sarkar is the CTO of Webskitters, a renowned web development company known for serving its clientele with excellence. Being passionate about the web and mobile app development industry, he believes in inventing ground-breaking solutions for serving his clients. Sharing his views and innovative thoughts with others, he recurrently maintains his blog and believes in disseminating his technological experience and insights with others.