Mind the store: Using AdWords to drive offline sales

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Store visits from online ads can be reported in AdWords. Columnist and Googler Matt Lawson explains what you should be doing with this info — and how you can get similar insights even without qualifying for store visit conversions.

Please visit Marketing Land for the full article.

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Google has measured over three billionvisits to physical stores in the past two years, and you’ll soon be able to track store visits from the Google Display Network. That’s a whole lot of visits, but it’s only scratching the surface of what’s possible.

Location-based searches are on the rise, and while a lot of progress has been made in regard to measuring online-to-offline behavior, it’s still crucial to turn that data into action. In the past, I’ve gone under the hood of how Google measures store visits, and now I want to talk about what you should do with that information.

Whether you qualify for store visits reporting or not, there are some steps you can follow to better reach those omnichannel users (and a quick reminder: “omnichannel users” translates to “pretty much everyone” these days).

[Read the full article on Search Engine Land.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Matt Lawson is the Director of Performance Ads Marketing for Google, responsible for a broad portfolio of ads products including search, shopping, display, and analytics.


 

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