‘Google rolls out two new omnichannel metrics’ – Internet Retailer
Zak Stambor says, “Google adds distance and location reports to AdWords reporting tools to help retailers understand where their store visitors come from.
Google is bolstering its AdWords reporting tools with an eye toward helping omnichannel retailers better understand which shoppers search online and then visit their stores. That information is important, Google says, because 76% of consumers who search for something nearby on their smartphone visit a related merchant within a day, and 28% of those searches result in a purchase.
That’s why the search giant today added distance and location reports to AdWords reporting tools. The distance reporting metric shows retailers how far away consumers are from a merchant’s store when they search. For example, if a retailer’s store visit rate is highest within one mile of a store, the merchant could target ads at consumers around that specific radius by setting higher bids for those shoppers and/or tailoring the ads’ messaging such as “Get up to 50% off in-store with holiday door buster deals until noon!” The store visits distance reporting is available now for search campaigns, and Google plans to offer it to merchant’s Google Shopping campaigns “soon.”
Google also plans to soon add a store visits performance metric to its geographic and user locations reports. Retailers will be able to use the metric to see which geographic areas are driving the most ad clicks that result in a store visit”.
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