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 optimise your campaigns for the best return to the business as a whole – both online and offline.
Optimise 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 Google Ads spend / 10 online orders = £50 CPA, £500 in total sales from those orders
|Identify which parts of your account drive the most offline value||
You may have specific campaigns or product categories that are more effective at bringing people into a shop. See where in-store ROAS is higher than online ROAS, and consider expanding your keyword sets to be more location-centric or testing ad copy that encourages people to visit a business location.
Some keywords or product groups that have low online-only ROAS and seem unprofitable are great at driving customers into shops. When factoring in the offline ROAS, there may be a case for increasing their bids to drive more omni-channel impact and total revenue.
|Optimise 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:
Note that if you’re eligible to receive reporting on shop visit conversions, this data is also available in distance, location, demographic and time lag reports for Search. If you’re running Shopping campaigns, shop visits are also available in product group reports. Use these insights to learn which parts of your account drive the most offline activity, and adjust your budget and bidding decisions accordingly.
|Optimise your average daily campaign budgets||Identifying any campaigns assisting with offline conversions that are losing impression share. Increase their average daily budget limits to avoid missing out on more traffic opportunity.
For local-specific campaigns (e.g. ones that focus on 'near me' or geo-specific keywords) or ones that see more offline than website conversions, optimise your ads to drive engagement with your business locations. Highlight special offers and local information that can draw users to visit your shop.
|Optimise your landing pages||
Displaying a prominent link to your Shop Locator Page on your mobile website and featuring products that are more likely to drive in-store visits and sales.
Clicks through to the shop 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 their smartphone can become a customer at the cash register. That’s why it’s more important than ever to connect with local consumers on-the-go in their moment of greatest purchase intent.
In this paper, we’ve covered how you can manage Google Ads to best reach these shoppers – making it easier for them to visit and transact at one of your business locations.
But there are broad organisational 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 that you’ve run. Sharing the insights that you’ve gleaned can at the very least start some intriguing conversations across your organisation.
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.