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SMART campaigns are a great tool to help small businesses and charities reach a wide target audience. With this campaign type, owners of businesses and nonprofits can market their brand, goods, and services to as many people as possible.
This campaign type has two subtypes: calls to your business and visits to your storefront. In this post, we will discuss how to use store visit conversions. How you can generate leads for your business or charities and let your ads influence the store visits.
Let’s jump right into it.
What is the Store Visit Conversions Subtype?
Store Visit Conversion is a subtype of the SMART campaign type. This subtype helps you measure the full value of your smart campaign ads by accounting for visits to your place of business physically. Locations like hotels, auto dealerships, restaurants, and retail stores have a real need for store visit conversions. You can use the tracking under store visits conversion to help you see how your ads influence store visits.
When a user searches for your product or service online, Google Ads can influence those online research decisions to lead to physical visits to the location of your business or charity. Store visits conversion subtype is geared towards helping you optimize your campaigns for omnichannel performance. It maximizes your total return on ads across online and offline channels.
Store Visit Conversion increases in-store traffic when you use keywords and devices that will drive the customers to visit your business. Here are some benefits of using store visit conversion:
A. With store visit conversion, you will be able to make more informed decisions about your ad creatives, spend, bid strategies, and other elements of your campaigns.
B. It is easy to measure the success of your store visit conversion. Using the ad clicks on all devices – smartphone, desktop, and tablet, Google can estimate store visit conversions by looking at phone location history. So you can find out whether someone who clicked on your ad ended up visiting your store or charity.
C. In-store conversion data can help you know the most effective ad campaigns, keywords, and devices to employ in your smart campaign. You can know the tools that send the most people to your store so you can optimize your account. However, this does not mean that everyone who visits will buy your product or service or be a donor. But you will know that they were interested enough to visit after clicking on one of your ads.
D. The consumers’ privacy is protected. In-store conversion data is built on anonymous and combined data collected from people who have their Location History turned on. A conversion cannot be tied to a particular individual ad click or person.
Google has recorded more than one billion store visits globally. With such a number, store visit conversions have helped a lot of advertisers in the retail, travel, restaurant, automotive, and finance industries.
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How Does Store Visit Conversions Subtype Work?
Store visit conversions work by anticipating, accumulating, and anonymizing purchases. A typical scenario plays out this way:
- A user (who is signed in to their Google Account and has opted into location history in their account settings) sees an ad for your store.
- The user interacts with the ad (by clicking or viewing it).
- The user then visits your store’s physical location.
When a user visits your store, Google connects the visit with your ad in a way that is safe for the user’s privacy. Store Visit Conversions uses anonymous and collated statistics. These statistics are then used to represent the wider population of your consumers.
Google Ads collects current and past data on the number of people who click or view your ads and later visit your store. You can then see these results in your Google Ads reports for store visits.
With this in mind, let’s look at who is eligible for store visit conversions.
How Can You be Eligible for Store Visit Conversions?
Here are the criteria to meet if you want to use store visit conversions under smart Google Ads:
#1. You must have a physical store location or sell your products in a physical store. If you are a charitable organization, you must have a physical location where your prospective donors can visit.
#2. Your store(s) or charity must be located in eligible countries were store visits reporting is available. Store visits reporting is available in countries including Australia, Austria, Belgium, Brazil, Canada, Denmark, France, Germany, India, Italy, Japan, Mexico, Netherlands, New Zealand, Norway, Poland, Singapore, Spain, Sweden, Switzerland, Taiwan, Turkey, United Kingdom, and the United States.
#3. Store locations must not be locations that are considered sensitive. For instance, if your location is affiliated with healthcare, religion, sexual content, and children, it may be considered sensitive and ineligible for store visit conversions.
#4. If you have many stores, your ads should use location extensions or affiliate location extensions so that Google knows which stores you deem important. If you have more locations, your account is more likely to have enough data to be eligible for store visits.
Ensure that your location extensions or affiliate location extensions are turned on and not inactive at the campaign level or ad group level in Google Ads.
If you meet the above requirements, your account will automatically start reporting store visits. Google Ads will create a new conversion action called “Store visits” in your Google Ads account.
The goal of any lead generation endeavor is to have potential customers who have sufficient interest in your brand and are ready to take some action.
Store visit conversions are a way of generating active and real leads. If increasing visits to your physical locations (your business place or charity) is your goal, you may want to sign up for store visit optimization in your Google Ads account.
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Frequently asked questions
Google Ads smart campaign is a great tool to build your small business or charity. It’s an automated tool programmed to help you create cutting-edge awareness for your business or charity. Here is how you can benefit.
Smart Campaigns help small businesses with lots on their hands generate more sales with a few clicks. This advertising type distributes your ads across the Search and Display Network, YouTube, Gmail, and partner websites. Learn more here.
The Drive Conversion Subtype in Google Ads video campaigns, boosts engagement essential for encouraging viewer interaction. You can learn more here.