Now that you’ve started to measure and understand how your online ads are driving offline value, you can make the most of your marketing investment. Use this additional info to optimise your campaigns for the best return to the business as a whole – both online and offline.
Optimise for total sales using Smart Bidding with shop visits
If you’re eligible for shop visits, use Smart Bidding in your search and Shopping campaigns to automatically optimise for both online conversions and store visit conversions.
Smart Bidding with shop visits automatically adjusts your bids based on each user’s unique combination of signals, such as the time of day, device, query, location, and more – all in real time. Assessing and adjusting for these manually is time consuming and impossible to do effectively, even for highly skilled account managers.
Smart Bidding with shop visits adapts automatically to shifting consumer behaviours to help you maximise total sales, whether they happen online or in-store.
Smart Bidding with shop sales is available for limited eligible customers. If you’re measuring shop sales and want to learn more, contact a Google Account manager.
Learn more about Smart Bidding for shop visits.
While digital is becoming increasingly important for IKEA, warehouses still account for the vast majority of total sales. In order to optimise for omnichannel sales, IKEA Belgium implemented Smart Bidding for shop visits. The furniture retailer was able to attribute a 361% increase in revenue year-over-year coming from their search and Shopping campaigns.
Promote in-store inventory with local inventory ads
More and more, consumers are looking online to find out if the products they need are available nearby. They want to know what’s in stock and if they can pick it up in-store or kerbside.
If you're a retailer, promoting your products that are available in your local shops should also be part of your omnichannel strategy. That way, you can reach shoppers whether they ultimately purchase online or in your shop.
Local inventory ads promote your in-store inventory to shoppers searching on Google. Let local shoppers know that your nearby shop has the products they’re looking for and highlight what makes your shopping experience unique, such as your available fulfillment options. For example, show customers which products they can pick up today, pick up later this week or pick up kerbside.Pointy from Google to get their products online and run local inventory ads.
German retailer Tchibo wanted a solution to reach customers, whether they preferred to buy online or in-store. They implemented 'Pickup today' for local inventory ads to promote products that are available for immediate store pickup nearby. As a result, local inventory ads drove 70% more shop visits year-over-year.