Add store visits to Smart Bidding to drive better omnichannel results
People move seamlessly across online and offline channels to find the products and services they need. To make it easier to maximize omnichannel ROI, store visits in Smart Bidding is now available to all advertisers for Search and Shopping campaigns.
Turn insights into action
Over 70% of advertisers already use Smart Bidding, but until today, you could only optimize for online conversions. Store visits in your Smart Bidding allows you to optimize for total omnichannel performance more holistically, helping you drive better results while saving you time.
MediaMarkt, Europe’s largest retailer of consumer electronics, improved campaign performance by changing its Smart Bidding strategy to incorporate store visits.
|“As a part of MediaMarkt Turkey’s growth strategy, our aim is to drive traffic both online and in stores. By switching our bidding strategy from online-only to omnichannel, we were able to increase omnichannel revenue by 113% in our test campaigns. We plan to roll this approach out across other campaigns."
—Selçuk Kaya, Digital Marketing Manager, MediaMarkt Turkey
Flexible testing at the campaign level
Trying a new bidding strategy at the account level can be challenging, so it’s now possible to test incorporating store visits into your Smart Bidding strategy for select Search and Shopping campaigns. By enabling the campaign-level conversion setting, you can include store visits as an optimizable conversion on a subset of Search campaigns before expanding your omnichannel bidding strategy to your entire account. If you'd like to run a similar test in a subset of your Shopping campaigns, contact your Google account team to participate in the Shopping conversion goals beta.
To learn how to value store visits and set your campaigns up for success with Smart Bidding, check out our best practices.
Posted by John Chen, Group Product Manager, Google Ads