Not only will digital media budgets surpass traditional channels in 2016, they offer more immediate engagement, measurable audience data, and now, enhanced in-store conversion tracking for brick and mortar stores.
Often, one of the biggest pain points brands have with digital campaigns is the difficulty tracking offline revenue from online campaigns. Over the last few years, Google and other paid media giants have worked to improve this transparency and attribute digital clicks to in-store sales. This direct correlation helps improve content development, audience insights, and campaign targeting though improved data accuracy.
Google recently launched a new Beta program to equip advertisers with more valuable insights into store visits and offline engagement. This new feature provides the ability to view visits at a keyword or Ad Group level to see which combinations of content and targeting have a greater impact on user engagement. It also provides transaction monitoring with nearly real-time engagement through the ability to see store visits by day, week, or month. This helps improve content, targeting, and delivery with a better understanding of what tactics work best and when.
According to Google, marketers see four times as many conversions overall and 10 times as many on mobile devices by incorporating this data into ad performance stats.
ZOG Digital was invited to join Google’s Beta program and test this new in-store attribution model for a select group of clients prior to its release in November. Through that time, we leveraged this platform to connect impressions to foot traffic for one of our largest retail clients with nearly 800 locations nationwide. Each store had targeted ads active within a 7-mile radius and tracked a sample size of users (signed into Google) who visited a store within 30 days of clicking an ad. Because most users stay logged into their Google accounts across devices while surfing the web, marketers can attribute store visits to ad clicks when users, still logged in on mobile devices, access a store’s WIFI or approach a store’s location.
Within the month of November, the campaign converted its 10k+ impressions at a 33 percent conversion lift compared to previous performance metrics. Additionally, the conversion life cycle lasted 308 percent longer throughout November with the added store transaction tracking. Cost per acquisition was also reduced by 75 percent. This can be attributed to the improved transactions seen from paid search touch points.
This new measurement technology leads the industry future of retail and digital connectivity. Our results and the continued development of paid search attribution signify that 2016 is the year that digital marketers will finally be able to directly connect the ROI on their digital campaigns to in-store transactions with clear transparency.