Hello and welcome to Digital Minute. This week, we’re looking at Google’s attempts to help marketers drive more in-store visits during the festive rush.
Google has beefed-up its store visits data reports ahead of the peak shopping period, giving marketers the tools to drive even more in-store visits and sales.
The two new reports in Adwords allow advertisers to not only see which searches are driving store visits, but also where those customers are when they start their search.
The two new reports will provide vital insight into ‘quick win’ bid adjustments and therefore aid brands looking to close the online and offline loop.
The ‘Popular Times’ feature has also received a Christmas refresh. Consumers will now be able to see live data highlighting how busy certain stores are, rolled out just in time for Black Friday.
For example, an advertiser may notice searches in a particular postcode, or within a certain radius of the store, are more likely to drive visits, and therefore they can increase their ad spend on that area to reach that audience.
For more information, take a look at our blog, and while you’re there why not check out our free guide on real-time bidding and programmatic advertising.
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