Google Store Visits can be extremely useful for retailers with offline stores. However, adoption is still quite low. This is a missed opportunity for every OMNI-channel retailer. In this session, I will show you how to move beyond just Webshop Sales and how this can have an awesome impact on your business. I will show that with the right experiments and tactics, you can completely change your strategy for the better. You will learn: - How to steer your account based on Webshop sales + Store sales - Tactics and tips for local advertising - How to best use the newest developments (e.g. New vs Returning Store Visits) - How to test incrementality of Google Store Visits, by using a unique experiment with a fake dummy website

1. Getting the most out of Google Store Visits: How to
Really go OMNI-channel
Marcel Smal | PPC Strategist

2. Don’t let your strength become
your weakness

3. Pure Player 5%
Conversion
rate
3%
Webshop-hero
OMNI-channel
OMNI-hero
2%
2%

4. 5%
Conversion
rate
3%
2%
2%
7%Total
Pure Player
Webshop-hero
OMNI-channel
OMNI-hero

5. 5%
Conversion
rate
3%
2%
2%
7%Total
Pure Player
Webshop-hero
OMNI-channel
OMNI-hero

6. So make sure you
measure all the
ways in which Paid
Search ads value

7. Revenue from Store Sales can be huge
1x 4x

8. There are multiple ways to measure Online to Offline
behavior
Google Store Visits
Google Store Sales
Coupon redemption
Mobile app + Beacon
Geographical
Experiments
Loyalty card
connection

9. With multiple levels of difficulty
10
Effectiveness
Effort
9
8
7
6
5
4
3
2
1
1 2 3 4 5 6 7 8 9 10

10. Google Store Visits are easiest to implement and
use
Google Store Visits
Google Store Sales
Coupon redemption
Mobile app + Beacon
Geographical
Experiments
Loyalty card
connection

11. How Google measures Store Visits

12. But how incremental are the Store Visits we
measure?

13. “How can we believe the Google Store Visits you
measure, if we already have millions of people
going to Action already?”

14. Action.com vs Dummy website Google Ads on the same
keywords as for Action.com
Store visits to Action measured
Variation A
(control)
Variation B
(experiment)
Variation A
(control)
Variation B
(experiment)
Variation A
(control)
Variation B
(experiment)
Experimental design

15. 1. Variation A (control)
2. Variation B (experiment)
www.dummywebsite.com
Dummy-
Website
Photo Frames Discount – Visit us in
Amsterdam
action.com/photo-frames
Buy your Photo Frame in one of our
many shops!
Photo Frames Discount – Cheap prices
at Dummywebsite.com
dummywebsite.com/photo-frames
Discover our large assortment of Photo
Frames!

16. 1. Variation A (control)
2. Variation B (experiment)
www.dummywebsite.com
Dummy-
Website
5%*
Store
visit
rate
<1.5%*
Store
visit
rate
*Not the real store visit rates (cannot be disclosed)
Photo Frames Discount – Visit us in
Amsterdam
action.com/photo-frames
Buy your Photo Frame in one of our
many shops!
Photo Frames Discount – Cheap prices
at Dummywebsite.com
dummywebsite.com/photo-frames
Discover our large assortment of Photo
Frames!

17. This means over 70% of the measured store
visits are incremental
(exact figure cannot be disclosed ☺)

18. Store Visits
In Store
Conversion Rate
In Store
AOV
Incrementality
rate
Value
€ 50 50% 70% €17,50
Assigning the right value for Store Visits

19. Use new vs returning store visitors to get an even
better understanding of value

20. Analyze the differences in new vs returning store
visitors for your most important segments
% Returning store
visitors
90%
% New store
visitors
10%
60% 40%
80% 20%
70% 30%
UK
US
DE
NL

21. Decide how much the difference is in value between
new vs returning store visitors
Returning store
visitor
1x
New store
visitor
4x

22. In Store
Conversion Rate
In Store
AOV
Incrementality
rate
Value
€ 50 50% 70% €22,75UK
US
DE
NL
% New Visitors
10%
€ 50 50% 75% €41,2540%
€ 50 50% 70% €28,0020%
€ 50 50% 65% €33,2530%
Use this information to calculate a more accurate
value for your store visits

23. Assign the right value, and your OMNI-channel
strategy will follow naturally
Concept B: Personalized
TargetingCampaign types Communication
Maximize profit
What
• Keyword
Where
• Device
• Location
• Radius
When
• Day of the week
• Hour of day
Who
• Website visitors
• Demographics
Concept A: Localized
Concept C: Order Online
vs
vs
• Search campaigns
• Shopping campaigns
• Local inventory ads
• Local catalog ads
• Local campagnes
?
?
?

24. Test new campaign types, like local inventory ads…

25. …or local campaigns…

26. …or local catalog ads in GDN

27. Localize your ads with GEO ad customizers

28. And optimize your targeting according to OMNI-
channel data
1KM
5KM
20KM

29. Use Store Visit data for organizational insights
0
200
400
600
800
1000
1200
1400
1600
1800
-
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
18.000
GRPs vs Store Visits
Impressions Store Visits GRPs

30. Use Store Visit data for organizational insights
Age 18 – 24 25 – 34 35 - 44 45 - 54 55 - 64 65+ Male Female
Conversion rate 2,2% 2,5% 2,0% 1,8% 1,5% 1,5% 1,8% 2,8%
Store Visit Rate 8% 13% 13% 12% 9% 8% 9% 13%

31. Since recently, you can also compare channels with
Store Visit data in Google Analytics
24%
19%
17%
14%
11%
9%
6%
Store Visits vs Channels
Direct
Paid Search - Branded
Organic search
Paid Search - Non-Branded
Email
Paid Social
Display

32. So utilize the strengths of your
brand by fully steering on
OMNI-channel data