Google will track your shopping trips to prove its ads work

Google will track your shopping trips to prove its ads work
Google will track your shopping trips to prove its ads work
Author

24 May, 2017

For search advertisers, Google is launching a beta to serve AMP-enabled landing pages on mobile from Search ads. On Tuesday, though, Google executives stressed that it won't be able to peer that deeply into what people are buying. Google plans to unveil the store-sales measurement tool Tuesday, May 23, 2017, in San Francisco at an annual conference it hosts for its advertisers. Advertisers don't need to add any additional tags to their sites to use Google Attribution.

"We really focused on simplicity for Google Attribution...you basically connect your accounts, import your data, choose the attribution model that works best, then you can export the results through AdWords".

The product is now available in beta and will roll out to more advertisers in the "coming months".

Mobile has blurred the line between the digital and physical worlds.

The idea behind Attribution is that customers looking to buy something engage with companies in a dozen or more distinct interactions - search, social networks, apps, websites and display and video ads. This is no easy thing-especially in places with multi-story malls or dense cities like Tokyo, Japan and São Paulo, Brazil where many business locations are situated close together. While most purchases still happen in-store, people are increasingly going on their smartphones to do research beforehand.

There are many situations where a report like this can be helpful to search marketers.

"Today Google's store visits measurement is the largest scale of its kind in the world, this product is powered by machine learning and unique data powered by our Google maps product", said Dischler.

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"We also use machine learning to avoid over counting situations, where a user walks into a store to get to a parking lot or when an employee goes into a store to work for a day, we can eliminate those cases to get the only true store visits from customers", he added.

Store visits measurement will now also be available for YouTube TrueView campaigns.

"Never before have advertisers been able to measure store sales at this level", Kanakamedala said. "More importantly we'll have the same store visit technology for the video ads so advertisers can measure all the way from a video view to store visits", he added.

The long-running problem with last-click attribution is that the model ignores any touch point - e.g., email, display impressions, generic search ads - that precedes the final touch before a conversion. Jerry Dischler, vice-president of product management at Google, said, "Our research suggests that more than 50% of all internet users look for videos related to the product or service before purchase", adding that fast food chain Wendy's had almost a million visits as a result of a YouTube campaign in Q4'2016.

The convergence of mobile, data and machine learning are unlocking new opportunities for marketers.

Now it hopes to use this to tell advertisers when their online ads have led to an offline purchase.

Google says its computers can collect identifying data triggered by online clicks and match it with other identifying information compiled by merchants and the issuers of credit and debit cards to figure out when a digital ad contributes to an offline purchase. See the AdWords blog for more detail.


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