AdWords Store Visits Tracking!
As part of the changes recently announced by Google for its AdWords platform. There was something quite small but interesting. Google will be adding a smart new feature that should be of great interest to those running local campaigns. The capability to track store visits in AdWords.
The new feature uses mobile phone positioning data, linked up to your location address on Google maps. This determine if a search ad by that device led to a store visit. It cannot tell if they purchased. It is a strong indicator of value for your campaign spending.
AdWords Store Visits Tracking
Linking up local search ads. Local advertising can show up on Google Maps as well with this tracking feature. This should greatly assist targetting and optimisation of local campaigns.
It’s great to see that small businesses and shops are not being left out. They have some powerful tools to advertise efficiently.
In the US and Europe, most sales are made in local shops, not online. Inspite of rapid growth in e-commerce over the last 10 years, the figure is about 90% of retail sales. However this figure changes quite a bit when goods that are not normally purchased online like food are excluded.
Having both an e-commerce business and a physical store or stores, need not be incompatible business strategies with the tools available through AdWords, and can now more than ever mutually benefit each other.