Shoppers don’t just come to Google for things they want to buy on the web; they also use Google to find what they need nearby. For example, searches for 'open now near me' have grown globally by more than 400% year over year.1 Your campaigns need to react to real time shifts in consumer behaviour – whether your customers are purchasing online or at a physical shop location. Many of you already take advantage of Smart Bidding for shop visits to optimise for both e-commerce sales and in-store visits.
Now, retail and restaurant advertisers can use Smart Bidding for shop sales to optimise bids for in-store transactions, not just visits. For example, advertisers can upload their first-party, transaction data in a privacy-safe way to optimise for shop sales conversions for Search and Shopping campaigns – with the goal of driving additional sales in shops.
Currys, a consumer electronics retailer in the UK, has seen strong results after implementing Smart Bidding for shop sales.
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'Omnichannel is a key strategic pillar of the Currys business. It's more important than ever for our business to connect with customers no matter where they are, whether online or in our shops. Smart Bidding for shop sales allows us to achieve this goal and drive even greater shop revenue. So far we've seen an improvement in omnichannel sales using Smart Bidding for shop sales for our TV category, shown in the recent successes of our Euros campaign, and hope to extend the use of this strategy further going into peak and beyond.' |
To learn more about driving in-store sales from your online ads, check out our best practices.
Posted by Jason Krueger, Product Manager, Google Ads
1. Google Data, Global English, Sep 2020 – Aug 2021 vs Sep 2019 – Aug 2020
