On November 24, Google announced the release of an enhanced measurement feature that ties offline store visits to specific keywords or ad groups. That data, which was previously only available in a rudimentary format called “Store Visits,” can then be filtered by day, month, or year.
This update is a natural evolution in the complexity of Google’s mobile advertising capabilities. More Google searches occur on mobile devices than desktops, and Google has been vocal about their focus on mobile devices and “micro-moments.”
At the 2015 SMX Advanced conference in June, Google AdWords VP of Product Development, Jerry Dischler, identified online-to-offline measurement as a top priority, stating:
“We started a couple years ago in this direction with (offline measurement) things like Store Visits — this information is really powerful. If you’re only looking at the online value of mobile, you’re really missing out. The value of things like store visit measurements and calls is really important.”
As the consumer journey veers further towards a non-linear structure, involving multiple devices and channels, tying online strategies to offline user behavior is critical for painting an accurate picture of how customers interact with a brand in its entirety.
advantages of offline tracking
1.Understand the true ROI of ad spending
2. Determine top performing keywords for driving offline store visits
3. Tailor stores to meet online-to-offline customer needs
4. Make better-informed decisions about bidding strategies and campaign goals
The new feature is available to qualifying advertisers (view Google’s requirements), and is the next step in a larger push towards reliable, actionable, and effective online-to-offline marketing.