“How do I know this is working?” This is the most consistent question we get, as an advertising agency. For a television advertising campaign, the answer requires some research and patience. Did the product or store advertised see an increase in sales or foot traffic in the time during and after the campaign?
That doesn’t always translate to search engine marketing or display advertising. In the digital space, some industries are lucky enough to see 1:1 conversion correlation between keywords and an actual sale. For others, like auto for example, a 1:1 click to sale doesn’t exist, because people don’t click “Buy” on a car or truck (we’ll wait and see what stores like Carvana have to say about this over the next few years) So, how DO we know what is working?
Enter Store Visit Conversions. We can now track a customer via their mobile device, to see that not only did they click on an ad, but also they followed through with a physical store visit. This is a very powerful tool that allows campaigns to be optimized to target keywords that drive the most customer visits, when a store visit is necessary for a sale.
Best of all, it comes with no cost, so it’s all added value!
See more about how this works here: https://support.google.com/adwords/answer/6100636?hl=en