Google wants to prove to advertisers that there’s a direct correlation between someone seeing a search ad and then going into a brick-and-mortar store. The tech giant recently rolled out a new tool called “store visits” that uses location data on consumers’ phones to give marketers some insight into which types of search ads motivate people to go into a store within 30 days of seeing the ad. Already utilized by Famous Footwear and Office Depot, the tool is one of three measurement resources that Google has rolled out over the past year to help marketers optimize their online marketing programs and allocate budget more effectively.
Research by Google has shown that 32% of consumers visit a store or make a purchase after seeing a location-based ad. How can marketers utilize this tool and information to make the most of online marketing efforts? #MarsTalk