Mobile Advertising assessment study guide

Use an omnichannel strategy to increase total sales


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 for store visits or store sales

You can optimise for both online and offline conversions with Smart Bidding for store visits and/or Smart Bidding for store sales. If you’re eligible for store visits, use Smart Bidding in your Search and Shopping campaigns to automatically optimise for both online conversions and store visit conversions.

Retail and restaurant advertisers can also use Smart Bidding for store sales in Search and Shopping campaigns to optimise bids for in-store transactions, not just visits.

Smart Bidding for store visits or store sales automatically adjusts your bids based on each user’s unique combination of signals like 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 for store visits or store sales adapts automatically to shifting consumer behaviors to help you maximise total sales, whether they happen online or in-store.

You can now use conversion value rules for store visits and store sales to adjust the value of store conversions and have better control over Smart Bidding. This means that you can apply rules to specific store visits or store sales conversion categories at the campaign-level.

Using conversion value rules can be particularly useful during the holiday season. For example, if you’re a retailer with a large brick-and-mortar presence but want to prioritise growing e-commerce sales over the holidays, you can use a multiplier to decrease the weight of in-store sales compared to online during Cyber Week. Alternatively, you can set a higher store visit value to prioritise store visits after shipping cutoff dates for last-minute shoppers.

Learn more about Smart Bidding for store visits or store sales

Success story

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 store visits. The furniture retailer was able to attribute a 361% increase in revenue year over year coming from their Search and Shopping campaigns.

Drive online and in-store sales with Performance Max campaigns for omnichannel goals.

Optimise towards both online and in-store conversions with Performance Max for omnichannel goals. To get started, include store visit or store sales conversions at the campaign or account level.

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 curbside.

If you're a retailer, promoting your products that are available in local stores should also be part of your omnichannel strategy. That way, you can reach shoppers whether they ultimately purchase online or in your store.

Local inventory ads promote your in-store inventory to shoppers searching on Google. Let local shoppers know that your nearby store has the products they’re looking for and highlight what makes your shopping experience unique, like your available fulfillment options. For example, show customers which products they can pick up today, pick up later this week, or pick up curbside.

Drive omnichannel success by capturing online and offline demand with omnichannel bidding. Optimise your local inventory campaigns with Target ROAS (Return on Ad Spend) + store visits to capture intent regardless of whether a customer shops online or offline.

Learn how to set up local inventory ads

Don’t have a local inventory feed? Retailers can use Pointy from Google to get their products online and run local inventory ads.

Success story

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 store visits year over year.

 

 

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