Drive Offline Sales with Online Ads: Google Best Practices
Optimizing for Omni-Channel Performance
Now that you’ve started to measure and understand how your online ads are driving incremental offline value, it’s important to start taking action with this data. Use this additional info you’ve got at your disposal to optimize your campaigns for the best return to the business as a whole — both online and offline.
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In this video, we'll cover how to optimize your campaigns for maximum return from both online and offline conversions. We'll show you how to use campaign performance data to fine tune how you invest online so that you can maximize total conversions everywhere, instead of just online conversions.
Optimize your campaigns for maximum return from both online and offline conversions.
|What you can do...||by...|
|Update your metrics||
Including offline conversions when calculating the KPIs for your campaigns.
Average online CPA: $500 AdWords spend / 10 online orders = $50
|Optimize your bids||
Increasing bids on keywords and product groups based on the additional value from offline sales.
Target ROAS: 200%
Then segment further and see if you can find differences in value:
|Optimize your daily campaign budgets||Identifying any campaigns assisting with offline conversions that are losing impression share. Increase their daily budget limits to avoid missing out on more traffic opportunity.
Optimizing your ad copy to drive engagement with your business locations. Highlight special offers and local information that can draw users to visit your store.
|Optimize your landing pages||
Displaying a prominent link to your Store Locator Page on your mobile website and featuring products that are more likely to drive in-store visits and sales.
Clicks through to the store locator page can be interpreted as interest in visiting one of your business locations. Factor these into your offline return estimates.
|Ask about marketing budgets||Partnering with relevant stakeholders to start a discussion about omni-channel budgets. If your online ads are driving offline sales, work with relevant teams to determine how best to allocate budget across channels.
In the blink of an eye (or with the tap of a finger), a user on her smartphone can become a customer at the cash register. That’s why it’s more important than ever to connect with shoppers on-the-go in their moment of greatest purchase intent.
In this paper, we’ve covered how you can manage AdWords to best reach these shoppers — making it easier for them to visit and transact at one of your business locations.
But there are broad organizational questions that also need to be considered:
- Is online being credited appropriately for offline transactions?
- Can you make the case for more budgets should you identify more profitable offline opportunities?
- What’s the media mix that will drive the most value for the business as a whole - ultimately providing the best customer experience (online and off)?
These are very complex questions that cannot be answered by any single channel — let alone any individual marketer. But you’ve got one thing on your side, and that’s the data from the campaigns you’ve run. Sharing the insights that you’ve gleaned can at the very least start some intriguing conversations across your organization.
Today, your consumer sees no boundaries — online, on device, out of home, and in-store are on a level playing field — so your marketing needs to be just as open.