January 9, 2020
Research: Should You Spend More in Q4 Leading Up to Cyber 5?
Google’s expert series events are meant to equip marketers with advanced product training across highly specialized subjects. This past September, Google hosted an Online-to-Offline seminar to help guide local marketing strategy. We learned a ton! Here’s a summary of their tips and strategies.
If you are looking to reach consumers that are most likely to visit your business, Google recommends taking the store-centric approach. Meant for advertisers that have strictly offline-only objectives, this core strategy places emphasis on maximizing in-store return on investment.
The primary goal here is to drive traffic to physical locations through a series of localized online advertising efforts that showcase your locations across Google. These include local campaigns, local ads, store visit conversion actions, and automated bidding strategies focused on maximizing store visits. All of these local efforts are triggered by user intent, distance to the business, device type, and local search queries. Therefore, they are primed for you to deploy the right message at the right time and drive foot traffic to the location.
Keep in mind that you will need to qualify for store visit conversion tracking, as it is only limited to a select number of advertisers. Contact your account representative to see if they are available in your location.
Some best practices for the store-centric approach include:
If you are looking to maximize your total sales, offline or online, Google recommends taking the omnichannel approach. This core strategy is intended to reach already-connected consumers through offline and online efforts that work in tandem.
Unlike the store-centric approach, this strategy does not favor driving foot traffic over online sales, so you are able to utilize automated bidding strategies for both store visits and online conversions. You can harness the machine learning capabilities of Google’s automated bidding strategies towards the full value of online and offline conversions, maximizing overall conversions.
Some best practices for the omnichannel approach include:
Whether you are focused solely on driving store traffic or maximizing overall revenue, the path to driving purchases is becoming increasingly complex. Getting started with a strong digital strategy to drive offline actions should be an essential part of any business’s strategy. Take advantage of these tactics to improve your ability to connect with users. Contact us to learn more.