Google Launch ‘Store Visits’Last Updated: January 21, 2015
Many advertisers have used Google’s service AdWorlds to boost and increase traffic in-store which has prompted Google to release a new metric that can show the visible results of using their service.
Even as e-commerce figures continue to grow in size, in-store sales figures are still a larger percentage overall. With the ever increasing trend of browsing stores from a mobile, tablet or desktop device, companies such as Google – whose service AdWorlds – and Facebook, who have developed Atlas, deal with the promotion of search ads. Google, along with others, have come under pressure recently from advertisers to show the actual impact of these search adverts and how they convert into in-store traffic. So Google have rolled out ‘Store Visits’ as a way of doing just that.
How ‘Store Visits’ works?
A store visit is recorded based on the distance to the location of the advertiser on Google Maps from a user who has Location History enabled on their device (mobile device, tablet or desktop). It’s important to note that the number is estimated as privacy laws dictate that Google cannot give advertisers the location of the consumer. The information is then taken by Google and projected across a larger population.
Are advertisers using this data?
Google spoke about retailers using this metric and gave a case study from one which had been using the service. PetSmart, who deal in products relating to household animals, estimated data was that 10 – 18 percent of clicks on their search ads converted to a store visit. This led to PetSmart increasing their online adverts from the results alone.Google+