EXTRA! Nov and Dec 2016 Holidays Issue 6
Finally arrive the last issue of this year. About small business and people, Special diet for the holidays, and an exclusive study for the effect of the full moon on people.
Finally arrive the last issue of this year. About small business and people, Special diet for the holidays, and an exclusive study for the effect of the full moon on people.
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<strong>EXTRA</strong>! News U.S. Journal Bi-monthly<br />
nusjournal.com<br />
Local marketing Focus on<br />
“Store Visits<br />
Google to exp<strong>and</strong> “Store Visits” online-tooffline<br />
foot traffic measurement<br />
When offline visits are factored in mobile search,<br />
ROI goes way up<br />
Although it’s well known that more<br />
than 90 percent of commerce<br />
happens offline, it has historically<br />
been difficult to measure the impact<br />
of digital media on local spending.<br />
Many companies have been<br />
working on the problem, including<br />
Google, which introduced store visits<br />
tracking two years ago.<br />
As part of a slate of ad-related<br />
announcements at its Performance<br />
Summit today, Google revealedthat<br />
it has measured more than one<br />
billion store visits since <strong>Dec</strong>ember<br />
2014. Today, Store Visits<br />
measurement is available to 1,000<br />
advertisers in 11 countries. The<br />
company called itself “the largest<br />
omnichannel measurement provider<br />
in the world.”<br />
Google is going to be exp<strong>and</strong>ing<br />
Store Visits tracking to a much<br />
broader range of advertisers, <strong>and</strong><br />
eventually to small businesses.<br />
However, the current methodology<br />
isn’t accurate enough for small<br />
locations; there are challenges of<br />
scale <strong>and</strong> location precision.<br />
Accordingly, Google is considering<br />
ways to augment Store Visits with<br />
beacons, which will help verify that<br />
a user is actually present inside a<br />
store location.<br />
During its keynote this morning,<br />
Google presented several case<br />
studies to illustrate how, once the<br />
connection between search ads<br />
<strong>and</strong> incremental offline visits is<br />
revealed, ROI dramatically<br />
increases. Target, Nissan UK<br />
<strong>and</strong> Seven & i Holdings in Japan<br />
were br<strong>and</strong> examples used to show<br />
the value of capturing offline store<br />
visits.<br />
Target, for example, found that one<br />
out of every three clicks on its<br />
mobile search resulted in a store<br />
visit. This caused the company to<br />
boost mobile search spending.<br />
Google hopes by making these<br />
metrics available to more<br />
advertisers, it will see that reaction<br />
end. ABOUT THE AUTHOR<br />
Greg Sterling<br />
Greg Sterling is a Contributing Editor at Search Engine<br />
L<strong>and</strong>. He writes a personal blog, Screenwerk, about<br />
connecting the dots between digital media <strong>and</strong> real-world<br />
consumer behavior. He is also VP of Strategy <strong>and</strong> Insights<br />
for the Local Search Association. Follow him on Twitter or<br />
find him at Google+.<br />
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