SlideShare a Scribd company logo
@mishoplocal #brightonSEO
@mishoplocal #brightonSEO
Proof that Google Posts drive
engagement and sales
David Whatley
@mishoplocal #brightonSEO
• What are Google Posts?
• The benefits
• Case study
• Proof that Google Posts drive sales!
• Lessons learnt
Agenda
@mishoplocal #brightonSEO
Posting since 2018
Managed > 100,000 Posts
Across 6,810 locations
@mishoplocal #brightonSEO
Google Posting Strategies
BrightonSEO in April
@mishoplocal #brightonSEO
What are Google Posts?
@mishoplocal #brightonSEO
Google Post appear in Google My Business
Google Post
UPDATES
@mishoplocal #brightonSEO
COVID-19
Update
Update Event Offer
Product
5 types of Google Posts
@mishoplocal #brightonSEO
Google Posts are seen
extensively because..
@mishoplocal #brightonSEO
@mishoplocal #brightonSEO
Google My Business is
used extensively…
@mishoplocal #brightonSEO
@mishoplocal #brightonSEO
This retailer with 360
stores appeared in
69,255,400 LOCAL
searches in DECEMBER
Searches
Example:
GMB search volumes for various
retail chain stores in UK
@mishoplocal #brightonSEO
Post
Campaign
Covi
d
Info
Produ
ct
Prom
otion
Produc
t
Produ
ct
Produ
ct
Produ
ct
Moth
er's
Day
Produ
ct
Produ
ct
Produ
ct
# of Stores 323 323 309 262 309 309 309 296 43 40 242
# of Days 30 11 7 23 7 7 7 5 15 16 3
This Mother’s Day Post for 296 stores was
opened 139,160 times in 5 days
Post Opens
Example:
Post Open rates for various retail chains
@mishoplocal #brightonSEO
Google Posts have
local SEO benefits
@mishoplocal #brightonSEO
Post content and
posting frequency
influence local search
@mishoplocal #brightonSEO
Post Content
Example 1:
Post: Cheese product
Stores: 240
Duration: 4 days
@mishoplocal #brightonSEO 15
One store
Before Post
Where can I buy BRAND NAME CHEESE near me
Search
@mishoplocal #brightonSEO
After Post
16
All stores
in region
Search Where can I buy BRAND NAME CHEESE near me
@mishoplocal #brightonSEO
Posting Frequency
Example 2:
Posts: Tyre services
Frequency: Every 4 days
@mishoplocal #brightonSEO
Search “Tyre Fitter” in 8km x 8km area
Post 4th
March 8th March 12th March
@mishoplocal #brightonSEO
Benefits of Google Posts:
• SEO
• Seen by people looking to buy
• Free advertising
@mishoplocal #brightonSEO
How to measure the
effectiveness of Posts?
@mishoplocal #brightonSEO
We can easily measure:
Engagement
Opens
Online conversions
@mishoplocal #brightonSEO
BUT !
@mishoplocal #brightonSEO
Google Posts are seen
when people are looking
for a local business
@mishoplocal #brightonSEO
which means…
@mishoplocal #brightonSEO
Local search leads to
off-line sales MiShop.local
is ahead
Bank
@mishoplocal #brightonSEO
How can we measure if Posts
influence off-line sales?
The question is….
@mishoplocal #brightonSEO
1. Voucher Codes
2. Track sales before & after
Post campaign
The Options:
@mishoplocal #brightonSEO
1. Voucher Codes
can be used to track
Off-line & On-line sales
@mishoplocal #brightonSEO
Great for single locations
@mishoplocal #brightonSEO
Less practical for multi-location
businesses
@mishoplocal #brightonSEO
2. Track sales before &
after a Post campaign
@mishoplocal #brightonSEO
But what do you
compare against?
@mishoplocal #brightonSEO
To measure cause and effect you need a
control group
@mishoplocal #brightonSEO
Single location businesses don’t
have a control group
@mishoplocal #brightonSEO
Multi-location businesses can have a
control group!
@mishoplocal #brightonSEO
Case Study
250 store retailer
Do Google Posts
drive Off-line sales?
@mishoplocal #brightonSEO
World First!
This has never been
done before!
@mishoplocal #brightonSEO
•Do Google Posts affect in-store sales?
•Test :
•Post Content
•Post Duration
•Post Frequency
The Brief:
@mishoplocal #brightonSEO
What - New vegan m*lk product promotion
Where - 250 stores
When - May - July 2021
How - Google Posts
Scope:
Post Content
@mishoplocal #brightonSEO 41
Reporting
Campaign Schedule
Week 1 2 3 4 5 6 7 8 9 10 11
Group
A NB New NB New NB New NB New NB New
B NB New NB New NB New NB New NB New
C NB New 2 for £3 2 for £3 2 for £3 2 for £3 2 for £3
D NB New 2 for £3 2 for £3 2 for £3 2 for £3
E
(Control)
@mishoplocal #brightonSEO 42
The Results
LOADS OF DATA
@mishoplocal #brightonSEO 43
Product 1 Product 2 Product 3
Example: Group B
% Change Week-on-Week
@mishoplocal #brightonSEO 44
Example: Group C
% Change Week-on-Week
Product 1 Product 2 Product 3
C
@mishoplocal #brightonSEO 45
@mishoplocal #brightonSEO 46
We see a direct corre
Too much data!
@mishoplocal #brightonSEO
The Headlines
@mishoplocal #brightonSEO
Post Insights:
A B C D
Average Post Opens Per Store Per Day
E
N/A
@mishoplocal #brightonSEO
Average Units Sold per Store
Average Units Sold per store
A B C D E
@mishoplocal #brightonSEO
The more Posts opened, the more units sold
A B C D
Average Post Opens Per Store Per Day
E
N/A
Average Units Sold per store
A B C D E
@mishoplocal #brightonSEO 51
There is a direct correlation between
Sales and Google Post opens
Week
4 4 2 2 1 4
4
D
C
B
A
E No Posts
Average Post opens Per Store Per Day
Average Units Sold per Store per Group
@mishoplocal #brightonSEO 52
4 4 2 2 1 4
4
Posts
No
Posts
Stores that use Google Posts sell
more than stores that do not.
63%
@mishoplocal #brightonSEO
Does content affect
performance?
Does Post content affect performance?
@mishoplocal #brightonSEO 55
Reporting
Each group had different Post content
@mishoplocal #brightonSEO 56
Reporting
Posts that show promotions drive more sales
D
C
B
A
81
46
36
26
Average Opens
Per Store Per
Day
N/A
178
82
126
115
98
Average Units Sold Per
Store Per Group
@mishoplocal #brightonSEO
Q.Do Google Posts affect
in-store sales?
@mishoplocal #brightonSEO
YES!
@mishoplocal #brightonSEO
Take away
Google Posts:
1. Get significant visibility
2. Drive engagement and sales
3. Images influence Open Rates
4. Promotions drive Engagement
Don’t waste it!
Every Google listing
has an Updates Tab
Confidential - © MiShop.local Ltd. 2021
Every Google listing has an Updates Tab
Your Brand
Confidential - © MiShop.local Ltd. 2021
If you don’t
post – you will
have an empty
Updates Tab
Your Brand
Your Brand
Your Brand
hasn’t posted yet
Confidential - © MiShop.local Ltd. 2021
YOUR BRAND
Your Brand
Your Brand
Your Brand
hasn’t posted yet
An empty Updates Tab is like an empty bill board
@mishoplocal #brightonSEO
Not managing Google Posts means:
• Poor customer experience
• Lost opportunities
@mishoplocal #brightonSEO
The right Google Posts
do drive sales
@mishoplocal #brightonSEO
Get posting!
@mishoplocal #brightonSEO
Low stress - high value
Google Posting
david.Whatley@mishoplocal.co.uk
mishoplocal.co.uk
@mishoplocal
WWW

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