Google Enhances Store Sales Reporting and Bidding to Drive Offline Sales
Google has made updates to its Store Sales reporting and bidding capabilities to assist marketers working on Performance Max campaigns in increasing offline sales.
These new features aim to provide advertisers with a better understanding of omnichannel shoppers, who are 2.9 times more likely to make a purchase from brands. By accurately measuring a brand’s total sales both online and offline using Store Sales, marketers can optimize bids for in-store revenue. This optimization can potentially result in a higher omnichannel return on ad spend (ROAS) and increased offline sales.
The upgraded Store Sales includes several new and improved features:
– Smart bidding capabilities: Google ads are optimized for improved store sales conversions.
– Alignment of reporting: This methodology can be used for both Store Visit and Store Sales campaigns, allowing advertisers to better understand store visit-to-purchase rates by campaign.
– Holistic measurements: ROAS calculations are now available for both online and offline conversions.
Store Sales analyzes sales data to measure online-to-offline ad activity. By uploading and matching a brand’s transaction data, Store Sales can help advertisers understand how ads translate into offline purchases.
Beta customers who have utilized Store Sales have reported significant increases in their sales volume and ROAS. For example, Dutch variety chain store HEMA experienced an 89% rise in omnichannel ROAS by creating more personalized ads with the help of Store Sales data. Indian jewelry brand Tanishq also saw a 7% increase in offline sales.
If you’re looking to boost your offline sales with the help of Google’s Store Sales reporting and bidding capabilities, consider partnering with Bridgewell Marketing. Our SEO services can help optimize your campaigns and drive more traffic to your physical stores. Click here to learn more about our services.