About Smart Bidding for shop visits

Available for search and Shopping campaigns, Smart Bidding for shop visits allows you to optimise for shop visits, using the same bid strategies used for online conversions. Learn more about Smart Bidding

Shop visits are currently supported in Smart Bidding for display campaigns for select advertisers only. If you are running display campaigns in the same account as search (or Shopping) campaigns and also report shop visits for display campaigns, you can include shop visits in the Display target CPA, target ROAS and Maximise conversions bid strategies.

Bear in mind that shop visits are not supported in Smart Bidding for video campaigns yet. Shop visits will show in conversions for video campaigns when applied at the account level, but won't be included in bid optimisation for these campaigns. Consider tracking shop visits at the campaign level or creating custom columns for video campaigns to maintain consistency in conversion reporting.

Note: For display and video campaigns, shop visits will show in reporting but won’t be shown in bidding when added at the account level using the 'Include in "Conversions"' setting. You can use custom columns for display and video campaigns reporting.

About store visit conversions

If visits to your physical locations are important to your business, you can use conversion tracking to help you see how your ad clicks and viewable impressions influence shop visits. Learn more about store visit conversions

How to value a shop visit

If you are tracking online sales as conversions and value them as the 'revenue' generated, you can also value shop visits to estimate in-store revenue. This way you can measure total revenue and return on ad spend. For more information about how to value a shop visit, read About store visit conversion value or watch our video on valuing shop visits.

Best practices for store visit conversion window

We recommend using a seven-day store visit conversion window for best performance and evaluation with Smart Bidding. However, for specific business models that require a longer conversion window due to longer purchase cycles (e.g. car dealerships), it is possible to keep the 30-day conversion window. Bear in mind when using a 30-day window that it will take longer after implementation to correctly evaluate the performance of Smart Bidding with shop visits. For more information about how to set up your conversion window, read About store visit conversion window.

Set up Smart Bidding for shop visits in your campaigns

Search campaigns

Bid strategies supported

For search campaigns, Smart Bidding for store visit conversions is supported in all bid strategies that optimise for conversions. Learn more about choosing a bid strategy for your specific goals

Include in 'Conversions'

The 'Include in "Conversions"' setting lets you choose whether or not to include a conversion action's data in the 'Conversions' reporting column and use it for optimisation in Google Ads Smart Bidding. By default, shop visits are reported under the 'All Conversions' column and not under the 'Conversions' column. Once the 'Include in "Conversions"' setting is updated, shop visits will be counted under 'Conversions' in addition to 'All Conversions'. There are two ways to include shop visits in the 'Conversions' column for search campaigns:

1. Include shop visits in 'Conversions' at account level (default, recommended)

By including a conversion action in 'Conversions' at the account level, Smart Bidding strategies that optimise for conversions in that account will start optimising towards it. If the conversion is owned by a manager account, that setting will apply to all campaigns using Smart Bidding in client accounts that are opted into tracking conversions under that manager account. It is recommended to use the account-level 'Include in "Conversions"' setting as much as possible, since the best overall performance is achieved by optimising for the same set of conversions across all campaigns. We particularly recommend using the account-level setting if you are:

  • Not already using conversion-based bid strategies.
  • Ready to include shop visits in all existing conversion-based bid strategies.
    • Note: We recommend including shop visits in all existing conversion-based bid strategies for best performance.

Include shop visits in 'Conversions' at the account level:

  1. Sign in to your Google Ads account.
  2. Click on the tools icon .
  3. Under 'Measurement', select Conversions.
  4. In the 'Conversion Actions' tab, click on the Store visits conversion action.
  5. Select Edit Settings.
  6. Select the box next to 'Include in "Conversions"' and click Save.

Bear in mind when including shop visits in 'Conversions' at account level:

  • Make sure that you update ROAS or CPA targets of all existing search and Shopping conversion-based Smart Bidding campaigns when you include shop visits in 'Conversions' at the client/manager account level to take into account the additional conversions or conversion value from shop visits.
  • Smart Bidding strategies consider all conversion actions that are marked as 'Include in "Conversions"'. If you want to optimise for shop visits only, update this setting to 'No' for other conversion actions.

2. Include shop visits in 'Conversions' at campaign level

This setting allows you to choose the conversion actions that will be reported in 'Conversions' and used for bid optimisation at the campaign level. The campaign conversion setting lets you override the account-level 'Include in "Conversions"' setting. Using the campaign level conversion setting is recommended as an interim solution if you have existing bid strategies that optimise for conversions and would prefer to test and scale bidding to shop visits throughout the account over time.

Set up the campaign-level conversion setting for search campaigns:

  1. Sign in to your Google Ads account.
  2. Select Search campaigns in the navigation menu.
  3. In the page menu, click on Settings to find the 'Campaign Settings' page.
  4. Select the campaign that you want to opt into shop visits bidding.
  5. Click on Additional settings.
  6. In the 'Conversions' drop-down menu, select Choose conversion actions for this campaign, then click Select conversion actions.
  7. Choose the Store visits conversion action in addition to other conversion actions that you would like to optimise for and click Save.

We recommend switching to the account-level setting once you're ready to include shop visits broadly, since optimising for the same goals across all campaigns leads to best overall performance. If you have other biddable conversion actions (such as website purchases, calls, sign-ups, etc.), we recommend selecting these in addition to the store visits conversion action to optimise for the full value driven by the campaign. Learn how to enable the campaign-level conversion setting

Shopping campaigns

Bid strategies supported

Smart Bidding for store visit conversions is supported by target ROAS bidding for Shopping and Smart Shopping campaigns.

Include in 'Conversions'

The 'Include in "Conversions"' setting lets you choose whether or not to include a conversion action's data in the 'Conversions' reporting column and use it for optimisation in Google Ads Smart Bidding. By default, shop visits are reported under the 'All Conversions' column and not under the 'Conversions' column. Once the 'Include in "Conversions"' setting is updated, shop visits will be counted under 'Conversions' in addition to 'All Conversions'.

1. Include shop visits in 'Conversions' at account level (default)

By including a conversion action in 'Conversions' at the account level, Smart Bidding strategies that optimise for conversions in that account will start optimising towards it. If the conversion is owned by a manager account, that setting will apply to all campaigns using Smart Bidding in client accounts that are opted into tracking conversions under that manager account. It is recommended to use the account-level 'Include in "Conversions"' setting as much as possible, since the best overall performance is achieved by optimising for the same set of conversions across all campaigns. We particularly recommend using the account-level setting if you are:

  • Not using conversion-based bid strategies.
  • Ready to include shop visits in all existing target ROAS and Smart Shopping campaigns
    • Note: We recommend including shop visits in all existing target ROAS and Smart Shopping campaigns for best performance.

Include shop visits in 'Conversions' at the account level:

  1. Sign in to your Google Ads account.
  2. Click on the tools icon on the right side of the top bar.
  3. Under 'Measurement', select Conversions.
  4. In the 'Conversion Actions' tab, click on the Store visits conversion action.
  5. Select Edit Settings.
  6. Select the box next to 'Include in "Conversions"' and click Save.

Bear in mind when including shop visits in 'Conversions' at account level:

  • Make sure that you update ROAS or CPA targets of all existing search and Shopping conversion-based Smart Bidding campaigns when you include shop visits in 'Conversions' at the client/manager account level to take into account the additional conversions or conversion value from shop visits.

2. Include shop visits in 'Conversions' at campaign level with conversion goals

Selecting the store visits conversion goal in a Shopping campaign will allow you to opt into shop visits bidding at the campaign level within the campaign settings.

Set up campaign-level conversion setting for standard and Smart Shopping campaigns:

  1. Sign in to your Google Ads account.
  2. Select Shopping campaigns in the navigation menu.
  3. In the page menu, click Settings to find the 'Campaign Settings' page.
  4. Select the campaign that you want to opt into shop visits bidding.
  5. Under 'Bid settings', click Conversion goals.
  6. Select Choose conversion goals for this campaign.
    • Note: For Smart Shopping campaigns, you can skip this step.
  7. Select Store visits.
  8. Review the conversion value. To make updates to account-level shop visits value, select Change Store visits value.
  9. Click Save.

Optimising for store visit conversions

If you want to optimise more for store visit conversions in your search campaigns, use a value-based bid strategy and make sure that store visit conversions have a higher relative value to other conversion actions. Bid strategies that optimise for conversion volume (like target CPA or Maximise conversions) treat each conversion action with equal importance. Learn more about the benefits of setting conversion values

For Shopping ads, only value-based bidding (like target ROAS and Smart Shopping campaigns) will take into account shop visits.

Best practices for identifying and updating targets

Keep in mind that changes to conversion settings apply going forward only. When you first include shop visits in 'Conversions', historical values in conversion columns will not reflect the current setting. Best practice is to calculate CPA and ROAS targets manually by incorporating historical data from at least a 30-day period before the conversion delay into the following formulas:

  • CPA target = cost / (all biddable conversions + shop visits)
  • ROAS target = (conversion value of all biddable conversions + shop visits * current conversion value per shop visit) * 100 / cost

For ROAS targets in Smart Shopping campaigns, follow the advice above for ROAS targets unless:

  • You are not using the optional ROAS target: No action is required.
  • You are using the ROAS target only as a safety mechanism (your ROAS target is set higher than your achieved ROAS): Consider also setting the new ROAS target higher than the number recommended above.

Make sure to use data from at least a 30-day period before the conversion delay. For example, if your store visit conversion window and maximum online conversion delay is 30 days, set the historical period to be from 60 to 30 days ago.

Cost impact for adding conversions or conversion value to target-based Smart Bidding strategies

Adding shop visits to the conversions used for bidding may cause your target CPA, target ROAS and Smart Shopping campaign (if using the optional ROAS target) strategies to spend more to continue achieving your targets. To maintain stable spend, follow the above suggestions to identify and update targets. If you want to further ensure that spend is stable, you can decrease your CPA target or increase your ROAS target once you have included shop visits in 'Conversions'.

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