Use new local conversion insights to optimize your local advertising

August 9, 2018

88% of people who conduct a local search on their smartphone visit a related store within a week1. We're expanding reporting on location extensions to not only include actions on the extension itself, but also ones that occur after the ad click on the Place Page. This will help advertisers better understand activity between online advertising and local actions even if they're not eligible for store visits reporting. The new metrics include:

  • Clicks to call
  • Directions
  • Website visits
  • Orders (vertical-specific)
  • Menu views (vertical-specific)
  • Other engagements

How to use the new local conversion actions

The metrics are reported once you link your Google My Business account to your Google Ads account. These metrics show how online actions are driving engagement with your business’s physical locations (e.g., getting directions or calling your business via Google Maps after clicking on your ad). 

These new conversion actions will be reported in the “All conversions” column. They will not be included in the Smart Bidding strategies like Target CPA or Maximize Conversions, which rely on the "Conversions" column. 

You can use these new conversion metrics to optimize your local advertising in several ways.  Let’s say you have campaigns that where your ads include local information about your nearby store locations. Or you might have ad copy dedicated to local offers and promotions in that store. You can use these insights to measure your ads’ impact on driving local results and optimize accordingly. Learn more

We only report aggregated and anonymized data and we use industry best practices to ensure the privacy of individual users. 

Using the per store report

Along with the new metrics, the per store report has been launched. The per store report allows you to see anonymized and aggregated store visits and local actions by store location. Let’s say you have clothing stores at three locations: Athens, Bloomington and Boulder. You notice that the store locations in Athens and Bloomington drive more local actions and store visits compared to the one in Boulder. This can help inform how you distribute your offline budgets by store, and also guide your local strategies in Google Ads. For example, you may want to provide more online promotions in Boulder to provide a lift in sales. Learn more


1. Think with Google
 

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