Evolving Pay Per Click Measurement
The ability to tie online advertising to conversions is essential to understanding the performance of marketing campaigns. Google is reportedly working on solutions to let businesses track activity on AdWords for in-store sales. Linking virtual behavior to real-world activity may sound like a far-fetched science fiction plot device, but Google isn’t the first to attempt it. Both Facebook and Twitter started mapping advertising to physical store visits over the past few years.
How Would AdWords for In-Store Sales Work?
Reports about Google’s efforts include stories that involve tracking smartphone locations to determine consumer retail movements. Google hopes to tie those movements back to online ad exposure, drawing a correlation between AdWords to in-store sales.
A story in the Wall Street Journal during the Spring of 2014 noted that Google was extending its testing. The search engine company partnered with data experts, Acxiom and Datalogix, to develop programs for tracking real-life retail activity. One area of interest centered around anonymous cookies. According to the report, Google looks to match information from those cookies with information maintained in store databases to draw correlations between marketing efforts and in-store sales activity.
Impact on Businesses
Google’s playing it close to the chest at this time. So no one’s sure how close AdWords for In-Store Sales is to practical reality When it launches, however, businesses can expect some obvious benefits. First, the ability to tie a full-range of sales activity to online marketing gives you a better picture of ad performance. Businesses will also be able to tweak ads to support increased on-site business, which is something that’s always been a guesstimate, at best.
While we’re waiting for technology to better track AdWords for in-store sales, there is a way to track PPC campaigns to calls and web forms. We recommend AdWords tracking to the keyword level, so you can see which ad-groups are driving qualified sales leads.
Google Big Announcement
Google has announced a livestream for April 22, 2014. The VP of Project Management, Jerry Dischler, will unveil a set of innovations. Some experts wonder if AdWords for In-Store Sales is one of them.
Did you attend the livestream event? Any privacy concerns about tracking AdWords for in-store sales conversions?
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