Google Improves its AdWords Metrics with “Store Visits” Data

author image Written by: Content Team           Categories - Digital Marketing

google adwords It was just this week that we met with one of our clients who stopped by for a meeting to discuss his Google AdWords advertising campaign. As you can imagine, advertising goals differ amongst clients, and common Google AdWords goals include raising the company’s brand awareness, increasing traffic to a website, or increasing online sales and conversions. After 30 minutes of reviewing the data and analytics from the campaign, he fired back with the question “but how many customers are walking into my shop as a result of this budget that I’ve invested?” Luckily for us Google is coming up with a method to relate clicks on an ad with actual store visits. Although this new feature is still under a test/development phase and is only available in the US, for now, once fully launched, this will help Google Partner Agencies like SEO TWIST ensure that the results we present to our clients are much more quantitative and measurable, in the way that really counts for them–customers walking through their doors. In order for this “store visits” analytics to work, users will first need to have the Location History on their smart phone activated. Then Google estimates store visits based on the customers’ proximity to the participating retailers’ Google Maps location. The metric calculates clicks that were made on the ad from various sources–desktop computers, phone and tablets. Merchants who want to participate and access this valuable store visit data must confirm their address with Google and associate their address with their campaigns. Of course in order for this to be most accurate the analytics will only count store visits that occurred within 30 days of the client having clicked on the retailer’s ad. This information provided with the store visits data is invaluable to business owners who wish to invest in a Google AdWords campaign in the slow months of January or February, and who really need to know whether or not the campaign is effective, and if it does indeed bring customers into their business. As with many methods of Estimated Total Conversions, it must be kept in mind that estimating store visits is also an approximation. To arrive at these numbers Google is actually using anonymized, totalled user data and inferring it to the broader population. According to statistics, there’s also an approximate 70-80% of users who actually never convert online, but do end-up going into the store to make a purchase. At this point only store visits, and not actual store purchases, are measured. This is something that Google is also working on, which can expect to be launched in the future. The day when the data related ad clicks with in-store purchases will be a great day for business owners and Google Partner Agencies alike!

Content Team

Google Rolls Out Black Friday, Cyber Monday Ad Units


Limited-Time Ads Units Focus on Biggest Shopping Weekend in North America

Just in time for Black Friday and Cyber Monday, Google has rolled out an experimental ad format to help advertisers promote their sales and deals. As Black Friday and Cyber Monday are widely considered some of the biggest shopping events in North America, it makes sense that Google would want to support advertisers looking to take advantage of curious shoppers in the online market. According to Google, 100% of searches for “Black Friday” occurred between November 19 and 25 in 2017. This promotion extension is an opportunity to increase your brand’s availability in this highly competitive window of time.

Limited-Time Availability

Running from November 15 to 27, this ad format is a simple promotion extension in Google Ads that targets specific keywords and keyword variations:

  • “black friday deals”
  • “black friday <product name> deals”
  • “black friday <company name> deals”
  • “cyber monday deals” and variants
  • Variations of the above

These ads, as usual, will show at the top of a search results page, but the unique promotion extension adds special offers to the main ad. Check out an example we found below: An example of Google Ads' Black Friday extension. As you can see, the ad shows off some of the top deals available online at the moment, including the discount and a bit of additional information for availability.

Who Can Use These Ads? How Do You Get Started?

These ads and promotion extensions are available to all English-speaking AdWords users and advertisers, but that doesn’t guarantee your promotion will show up in the list. The first step is to add promotion extensions to the Google Ads interface. Next, you can create ad groups to target Black Friday and/or Cyber Monday keywords, and then write your ad copy. Keep in mind your ad copy is the biggest determinant in whether your ads and promotions are shown off! Interested in learning more about PPC, AdWords, and other advertising options? Start here: https://creativetrnd.com/digital-marketing/get-impressive-results-with-ppc-website-marketing/ https://creativetrnd.com/blog/ppc-ads-vs-content-marketing-better/

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How Embracing Competition Can Help Your Business


A Web Marketing Company Offers a Different Approach to Dealing with Your Online Competitors

Competition is a necessary evil in any market you are either entering or trying to create. Competitors push you to be better, help validate and educate the market you are trying to address, and if you pay close attention, can drive you to focus on addressing the real problems you are trying to solve,” – Ben Sardella on how to approach competition. If you have competition, that’s a good sign. Competition means there’s a market for your product or service. People want or need what you have to offer. And whether you realize it or not, your competition can help your business in many ways.

Do your Research
Competition motivates you to educate and challenge yourself to do better so you can stay ahead of the game. You should always aim to be different or gain an edge over your competition so you can set yourself apart from the “other guys.” Sure, it’s important to find out what makes your competition so attractive to customers, but avoid copying them. Use your knowledge, expertise, and research to understand who they are, what they’re doing, and how you can improve your own business to be better and more successful than they are. With the help from a web marketing company, you can gain a better understanding of what you’re up against with through competitive research analysis. This research includes what’s available on the market, what has failed and why, and what the market is demanding. You can then use that information to strengthen your brand and help your business stand out from your competition. Another angle to look at is the alternative products people are choosing and how you can make your product or service better than the alternative. If your competition has something that’s making them more appealing to consumers, find a way to match that thing and then make it even better. Don’t try to keep up with offering everything your competitors offer—instead, focus on your unique products or services and how you can make them the best on the market. Use competitive research to develop strategies that will help you maintain the needs of your current customers and attract new ones. An impartial third party should perform the research and data analysis to ensure you gather completely unbiased information to better help you strategize your next steps. With this help, you’ll make better decisions for your business using results, recommendations, and insights from an impartial third-party without letting your biases get in the way of success.

Competitive Research

Here are some strategies digital marketing companies use to conduct competitive research:

It’s More than Just a Google Search

Sure, searching for your competition on Google is a good first step to discovering what they’re all about, but that’s just the tip of the iceberg. There are other online tools available to give you an in-depth look at the competition. The tools help to:

  • Research the keywords and AdWords your competitors are buying;
  • Discover and examine trends, user behaviour, and make comparisons with other companies using Google Trends; and,
  • Set up Google Alerts for your competitors and yourself to see what they’re up to and if anyone is talking about you.

Check Out Industry ReportsGet the help from a web marketing company to better utilize industry reports.

These reports use research and studies to find out who your competitors are in your industry, along with trends in the industry, and unmet market needs that you can try to appeal to. A web marketing company may also use additional resources, such as software, to find more information on your competitors.

Social Media Monitoring

Looking at your competitors’ social media accounts can reveal some useful information about them, such as public interactions and sentiments. If you find that your competition isn’t using social media (this automatically puts you a step above them), sign up for their newsletter and check out online reviews to see what they’re up to, what events they may be attending, what type of promotions they are advertising and news about new products and services they offer.

Interact with Your Customers

When you attract a new customer, ask them what product or service they used before and why they chose you instead. You should also reach out to customers who stopped using your business and opted for your competition to discover ways you can improve. By understanding why they made the switch, you can improve your products and services to appeal to the needs of your customers and attract new ones.

Attend Industry Trade Shows & Conferences

Learn about your competitors and what they’re offering directly by interacting with them and visiting their booths at these conventions. Consider joining an industry association to have more opportunities to interact with competitors face-to-face.

Talk to Your Suppliers

If you share suppliers with competitors, ask simple questions to find out what they’re ordering—i.e., how many units of a certain product have they pre-ordered for next month. Along with finding out what they’re ordering, you may also discover new products your supplier is bringing in.

Keep an Eye on Who They’re Hiring

Check their online job postings for clues on the types of positions they’re trying to fill. Job descriptions can provide insight into the technologies they use and the projects they may be working on, such as new products or services.

Get your competitive checklist together!Send Out Surveys

Sending out surveys to your competitors is another part of competitive research that is best left to a third-party. Answers to these surveys can provide key information, such as competitor prices, response times, and insight into how you can differentiate your sales process.

Call Them

Lastly, once you have a clear idea of who your competitors are, you can have a third-party call them and ask questions about their business. Chances are, you can get all the information you need in a phone call. A third-party company can help your business strategies by discreetly gathering unbiased information about your customers and competition. Remember, competition is a positive thing, so embrace it. Use competition as a motivator to stay ahead of the fast-paced digital market with the help of competitive research strategies from a web marketing company.

Become the greatest!

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