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Hero Conf Philadelphia 2019 - Getting the most out of Google Store Visits

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

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Electronics
Pure Player
Webshop-Hero
OMNI-channel
OMNI-Hero
Advertiser 1 Advertiser 2

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Pure Player 5%
Conversion
rate
3%
Webshop-Hero
OMNI-channel
OMNI-Hero
4%
7%Total

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Hero Conf Philadelphia 2019 - Getting the most out of Google Store Visits

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In this session, I will show you how to get the most out of Google Store Visits, and how to move beyond just Webshop Sales. I will show that with the right experiments and tactics, you can completely change your strategy for the better.

In this session, I will show you how to get the most out of Google Store Visits, and how to move beyond just Webshop Sales. I will show that with the right experiments and tactics, you can completely change your strategy for the better.

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Hero Conf Philadelphia 2019 - Getting the most out of Google Store Visits

  1. 1. Getting the most out of Google Store Visits: How to Really go OMNI-channel Marcel Smal | PPC Strategist
  2. 2. Electronics Pure Player Webshop-Hero OMNI-channel OMNI-Hero Advertiser 1 Advertiser 2
  3. 3. Pure Player 5% Conversion rate 3% Webshop-Hero OMNI-channel OMNI-Hero 4% 7%Total
  4. 4. The best Alarm Clocks | Discover our assortment webshophero.com/alarm-clocks Find the cheapest Alarm Clocks at Webshop-Hero! Cheap Alarm Clocks | The best in Electronics omnihero.com/alarm-clocks Buy your Alarm Clock at OMNI-Hero! Pure Player Webshop-Hero Advertiser 1 OMNI-channel OMNI-Hero Advertiser 2 5% 3% Pos 1 Pos 2
  5. 5. Don’t let your strength become your weakness
  6. 6. There are multiple ways to measure Online to Offline behavior Google Store Visits Coupon redemption Mobile app + Beacon Geographical Experiments Loyalty card connection
  7. 7. 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
  8. 8. Google Store Visits are easiest to implement and use Google Store Visits Coupon redemption Mobile app + Beacon Geographical Experiments Loyalty card connection
  9. 9. How Google measures Store Visits
  10. 10. But how incremental are the Store Visits we measure?
  11. 11. This is exactly the problem Action asked us to solve
  12. 12. “How can we believe the Google Store Visits you measure, if we already have millions of people going to Action already?”
  13. 13. 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
  14. 14. 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!
  15. 15. 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!
  16. 16. This means over 70% of the measured store visits are incremental (exact figure cannot be disclosed )
  17. 17. Store Visits In Store Conversion Rate In Store AOV Incrementality rate Value € 50 50% 70% €17,50 Assigning the right value for Store Visits
  18. 18. Use new vs returning store visitors to get an even better understanding of value
  19. 19. Analyze the differences in new vs returning store visitors % Returning store visitors 90% % New store visitors 10% 60% 40% US CA
  20. 20. Decide on the difference in value between new vs returning store visitors Returning store visitor 1x New store visitor 4x
  21. 21. In Store Conversion Rate In Store AOV Incrementality rate Value € 50 50% 70% €22,75US CA % New Visitors 10% € 50 50% 75% €41,2540% Use this information to calculate a more accurate value for your store visits (value_new_visitor * %_new_visitor) + (value_returning_visitor * %_returning_visitor) Actual calculation
  22. 22. 3%OMNI-channel OMNI-Hero 4% 7%Total OMNI-Channel Strategy Budget Bid management Ad testing Etc.
  23. 23. The best Alarm Clocks | Discover our assortment webshophero.com/alarm-clocks Find the cheapest Alarm Clocks at Webshop-Hero! Cheap Alarm Clocks | The best in Electronics omnihero.com/alarm-clocks Buy your Alarm Clock at OMNI-Hero! Pure Player Webshop-Hero Advertiser 1 OMNI-channel OMNI-Hero Advertiser 2 5% 3% Pos 1 Pos 2 7% You can set bids that truly reflect the impact on your business
  24. 24. Cheap Alarm Clocks | The best in Electronics omnihero.com/alarm-clocks Buy your Alarm Clock at OMNI-Hero! The best Alarm Clocks | Discover our assortment webshophero.com/alarm-clocks Find the cheapest Alarm Clocks at Webshop-Hero! Pos 1 Pos 2 You can set bids that truly reflect the impact on your business Pure Player Webshop-Hero Advertiser 1 OMNI-channel OMNI-Hero Advertiser 2 5% 3% 7%
  25. 25. Cheap Alarm Clocks | Discover our Webshop omnihero.com/alarm-clocks Order now in our webshop, delivered the next day! Pos 2 Ad texts will be more relevant Cheap Alarm Clocks | Over 200 stores in the US omnihero.com/alarm-clocks Buy your photo frame in one of our many stores! Cheap Alarm Clocks | Visit us or order online omnihero.com/alarm-clocks Order in our webshop or visit one of our many stores! Variation A Focus on webshop Variation B Focus on store Variation C Focus on webshop + store A B C
  26. 26. Localize your ads with GEO ad customizers Cheap Alarm Clocks 3 Stores in Philadelphia Visit us or order online action.com/Fotolijstjes Buy your alarm clock in our webshop or in one of our 3 stores in Philadelphia! buy alarm clock store_location nr_stores user_location New York 8 New York Philadelphia 3 Philadelphia Jackson 1 Jackson Etc... ... ... GMB Feed
  27. 27. Keywords can be valued better “alarm clock” “camera” “laptop” Electronics “electronic shop philadelphia”
  28. 28. Adjust bids on the radius to your stores 1KM 5KM 20KM
  29. 29. Test new campaign types, like local campaigns…
  30. 30. …or local inventory ads…
  31. 31. …or local catalog ads in GDN
  32. 32. You can also use Store Visit data for media insights… X1.000 Months 7 6 5 4 3 2 1 1 2 3 4 5 6 Store Visits GRPs
  33. 33. …and you can use store specific data for organizational insights City Store Visits Philadelphia Washington Miami 53.000 29.000 16.000
  34. 34. And there is more to come from Google, and beyond Google Store Sales Google Analytics Store Visits
  35. 35. So use the strengths of your brand by really going OMNI- channel

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