If you’re looking to drive more in-store visits at an efficient cost, this Google initiative might be the answer to your problems. Google Showcase Shopping Ads have become a powerful ad format that serves to drive high quality in-store traffic.

What is Showcase Shopping?

Showcase Shopping can help people discover and explore your brand and products. These ads help group together a selection of related products when potential customers search in Google. These ads help prospective buyers browse through related items when they search general terms such as “summer dresses” or “blue jeans.”

Here are five ways Showcase Shopping can enhance your current efforts:

  1. Visibility in more generic queries
  2. Showcase Ads appear predominantly on mobile devices. Since more Google searches take place on mobile as opposed to desktop, this in turn increases visibility.
  3. Drive higher CTR (Click through rate) when in tandem with traditional Shopping Campaigns
  4. Allows you to add videos which differentiates you from your competitors
  5. Provide consumers a variety of related products to view within your feed

 

Example: The photo above shows an un-expanded Showcase Ad for a general term

 

What is a Google Store Visits Conversion?

If you are looking to drive more customers to your physical locations, Google Store Visits is an important conversion metric. Google Store Visit conversions keeps track of people who visited your store after clicking on your Google Ad. Google uses their own platforms to determine in-store visits. Google takes different identifiers from devices such as computers, smartphones, Google Maps, and Google My Business locations, and matches them with people who have clicked or viewed your ad and later visited your store. This is the best readily available metric Google has for keeping track of people who have visited a brick and mortar store.

 

(Example: Visual of how Google Store visits work)

Example: Visual of how Google Store visits work

 

Considerations before Implementing Google Store Visits

A major benefit of using store visit conversions over other conversions (i.e. store locator clicks) is the ability to confidently ensure that a customer went into your location and can be tracked at the campaign and adgroup levels currently. While Google Store Visits are the best available metric to track store visitation in our current Google UI, it doesn’t assure you of in-store purchases. Additionally, make sure to review the necessary requirements before implementing the Google Store Visits Conversion.

 

Results for Furniture Retailers

At Response Mine, we recently implemented Showcase Shopping Ads for our retail furniture client during the second quarter of 2019 to enhance SERP presence and to drive Google Store Visits. This initiative showed significant results in the first two months. CPE (Cost Per Engagement) was 41% lower than standard shopping ads. In addition, Showcase Shopping ads drove a 66% lower CPSV (Cost per Store Visit) and 69% higher rate of Google Store Visits. This was significant for our client because 95% of their revenue comes from in-store sales.

 

Bidding Strategy

Showcase Shopping Ads use a bidding strategy of maximum CPE (cost-per-engagement) unlike product shopping ads that are measured by a CPC. Google charges when a prospective consumer expands the Showcase Shopping Ad and spend 10 seconds within the ad or clicks on any product link. Therefore,Showcase Shopping Ads are ideal for any brick and mortar advertiser that is trying to drive in-store traffic at a lower cost per engagement.

 

(Example: Image shows you an expanded Showcase Ad with a lifestyle image, logo, and 120 character description)

Example: Image shows you an expanded Showcase Ad with a lifestyle image, logo, and description

 

 

 

Emelyn Ochoa is a Junior Media Manager at Response Mine focused on developing and executing media strategies. Her favorite part of the job is working with her teams to achieve their client’s goals. When not in the office, you will find her at her local coffee shop or trying out new pizza places.
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