Today’s customers shop across the web, apps and in-store, and they expect a consistent experience across each channel. These omnichannel shoppers are more valuable to businesses as they make 2.9 times more purchases and spend 2.3 times more than single-channel shoppers1. Critical to every robust omnichannel marketing strategy is the ability to effectively measure impact across online and in-store touchpoints.
With shop sales reporting and bidding now available across Performance Max campaigns, advertisers have the capability to accurately measure total sales wherever customers prefer to shop and optimise their bids for in-store revenue.
Shop sales is an online-to-offline ads measurement solution that allows you to understand how much value your ads are truly driving for in-store purchases by using your sales data in a privacy-safe way. By uploading and matching transaction data from your business, you can see how your ads translate into offline purchases.
Now, we’ve upgraded our shop sales capabilities, enabling them for advertisers using Performance Max campaigns with shop goals, omnichannel bidding goals, and those using a Google Merchant Center feed who have omnichannel bidding goals. Shop sales’ enhanced capabilities unlock reporting and optimisation features for your Performance Max campaigns, such as:
- Smart bidding capabilities that optimise your Google ads for shop sales conversions
- Holistic measurement with return on ad spend (ROAS) calculations for both online and offline conversions
- Alignment of reporting methodology across shop visit and shop sales, so advertisers can gain insights into the shop visit-to-purchase rate by campaign
Selecting shop sales bidding in Performance Max for shop goals
Selecting shop sales bidding in Performance Max with omnichannel goals
Beta customers who started using Google’s shop sales saw substantial omnichannel lift in their sales volume and ROAS.
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'An omnichannel approach results in more omnichannel shoppers. With the combination of shop sales reporting and bidding, first-party data and local inventory ads, we created more personalised ads and introduced offline shoppers to HEMA’s online sales channels – driving an 89% increase in omnichannel return on ad spend.' — HEMA |
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'Using shop sales measurement with our Performance Max for shop goals campaigns allows us to quantify the business impact our local advertising delivers, increasing our offline sales by 7%, unlocking new marketing and growth opportunities for Tanishq.' — Tanishq |
To learn how to implement shop sales measurement and bidding for your Performance Max campaigns, visit the Help Centre for more on shop sales or Smart Bidding.
Posted by Irem Erkaya, Product Manager, Google Ads
1. Harvard Business Review, 2021 Google/Ipsos, 'Holiday Shopping Study', November 2020 – January 2021
