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Hero Conf London 2018 - Incrementality of Google Store Visits: Simple Test, Big Impact

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Google Store Visits can be extremely useful for retailers with offline stores. However, a lot of retailers have doubts about incrementality: i.e. can those measured Store Visits really be attributed to the Paid Search efforts? Or would people have gone to the store regardless of clicking on that ad? These are very fair and essential questions that need to be answered to steer on these Store Visits with confidence. To this end, iProspect and Action.com, a large retailer with over 1.000 stores in Europe, set out to develop a unique test to answer these questions once and for all. In this session, you will learn:
- How to test the incrementality of Google Store Visits, by using a unique experiment with a fake dummy website
- The details, results and implications of this experiment
- How to use Google Store Visits for an omnichannel Paid Search strategy

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Hero Conf London 2018 - Incrementality of Google Store Visits: Simple Test, Big Impact

  1. 1. The real added value of Google Store Visits: Simple Test, Big Impact Marcel Smal | Lead PPC Consultant
  2. 2. www.dummywebsite.com Results Unique experiment with a fake dummy website • Better budget decisions • Extra trust about the impact of Paid Search • Closer to the real truth
  3. 3. Why is this test important?
  4. 4. Thousands of hours… What we do & love:
  5. 5. Two things often happen with measuring value
  6. 6. 1. We’re adding more value than we measure
  7. 7. 2. The value is not as incremental as we think
  8. 8. Revenue from Store Sales can be huge 1x 4x
  9. 9. Google store visits can be powerful
  10. 10. If we don’t experiment, Store Visit measurement can be useless 1 store visit - reported 1 store visit - actual Scenario 1 Scenario 2 Scenario 3
  11. 11. Imagine measuring 1.000.000 store visits Store visits - actual Scenario 1 Scenario 2 Scenario 3 600.0001.000.000 200.000 5X
  12. 12. This is exactly the problem Action asked us to solve
  13. 13. “How can we believe the Google Store Visits you measure, if we already have millions of people going to Action already?”
  14. 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. 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. 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. 17. This means over 70% of the measured store visits are incremental (exact figure cannot be disclosed )
  18. 18. 1 store visit - reported 0.70 store visit - actual
  19. 19. Store visits - actual>700.000
  20. 20. The real value of store visits Store Visits Webshop revenue In Store Conversion Rate In Store AOV Incrementality rate Value € 50 50% 70% €17,50 {€ …} App downloads € … *Not the real figures of Action.com
  21. 21. Assign the right value, and your OMNI-channel strategy will follow naturally Value What we do & love:
  22. 22. Assign the right value, and your OMNI-channel strategy will follow naturally Value What we do & love:
  23. 23. Ad texts will be more relevant Wooden Photo frames – Visit us in Amsterdam {retailer}.com/photo-frames Buy your photo frame in one of our many shops! Wooden Photo frames – Free delivery from our Webshop {retailer}.com/photo-frames Buy your photo frame online. Order now, delivered the next day! Variation B Focus on store Variation A Focus on webshop
  24. 24. Keywords can be valued better Light bulb Television Wooden fence
  25. 25. Budget could switch over devices +20 -16% -30%
  26. 26. Budget could switch over devices -5% +7% -14% +20 -16% -30%
  27. 27. Adjust bids on the radius of your stores 1KM 5KM 20KM +8% -12% -15%
  28. 28. 1KM 5KM 20KM -12% -3% +24% Adjust bids on the radius of your stores +8% -12% -15%
  29. 29. You can test new campaign types Local catalog ads Local inventory ads
  30. 30. Variation B CRO test X Variation B Same ad Brand name exact [hero conf] Variation B Variation A Control Variation A Same ad Variation A And you can even use Store Visits for CRO!
  31. 31. Get the credits you really deserve
  32. 32. Extra information ● Case video: link

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