Up until recently, it’s been difficult for physical stores to determine from where sales of specific products were sourced. It’s understood that the majority of products purchased at malls and retail stores were researched online before a consumer would walk in and buy them. No longer are people making impulse buys willy nilly — people do their homework before committing to a purchase. It doesn’t matter if that product is a part to a car or a boutique t-shirt. The Internet is driving sales, be it online or at brick-and-mortar stores.
Over the past few years, Google created an in-store conversion tracker to better allow retailers to “attribute user engagement at a keyword or ad group level.” This helped advertisers detect how well digital marketing at off-site locations was going.
How does it work?
When someone clicks on an ad, Google AdWords gives you a unique ID. After they buy a product or sign a contract, you then give that ID back to Google and answer a set of questions to help better sharpen the data. From this, we are able to learn which keyword and queries that direct into leads. As long as you’re engaging in auto-tagging, this becomes easier. (Click here to learn the detailed steps to offline conversions.) After interpreting the data, you’ll get a better sense of what keywords are working and which ones you could use to spend less on.
AdWords offline conversion is really a huge deal. We’re inching closer to a fully traceable and integrated system where both online and offline sales measurable. We’re getting smarter and making better choices with advertising. Using targeted ads in conjunction with offline conversion tracking can reduce your acquisition costs and drive more conversions.
The underlying point to this article can be traced around to spending. We’ve touched on how much people should budget for digital marketing on this blog before, but real-world impressions on certain products should make you double down on digital advertising. People don’t go to stores to browse, they go to web sites. And now with these measurables, the scales shift even more in the favor of spending money with digital marketing — Facebook, content, pay-per-click ads. You name it, its role is exceptionally important in getting bodies into your store. And now we have the means to track them.
SteerPoint is a full-service digital marketing agency in Indianapolis. For a customized strategy involving SEO, content writing, social media updates and more, be sure to give us a call today!