Online marketing for a physical store is a challenge that Google hopes to make easier with the release of two new AdWords reports.
The reports are designed to collect data on how far away people are when searching for your business, as well as how many ad clicks led to in-store visits.
Here is some more information about each of the two new types of AdWords reports.
AdWords’ Distance Reporting
Distance reporting is capable of tracking store visits based on how far away people are from your store when they begin their initial search. What smart marketers could do with this information is first figure out the radius in which your store visit rate is highest, and then begin to target ads more specifically to that area. Distance reporting is available now for Search campaigns and will be rolling out soon to Shopping campaigns.
Store Visits Performance
Store visit performance reporting is capable of tracking which geographic areas are driving the most ad clicks that result in a store visit. For example, if you’re running ads in Miami, New York, and Las Vegas, you may find that ads in Miami are contributing to the most store visits. What smart marketers can do with this information is use the insight to decide whether to increase budgets and bidding investments in areas that drive more store visits. Store visits performance reporting is coming soon to geographic and user locations reports.
Where to Find the New Reports
The new distance report can be found under the Dimensions tab in AdWords. When the store visits performance reports are available, they can be found in the geographic and user location reports (Settings tab > Locations tab > “View location reports”).