So you thought that online search campaigns leads only to online sales and not to in-store sales? Think again!
Controlled studies by Google, called ‘Online to Store’ experiments, has proved time and again that online search campaigns does leads to in-store sales! Check out this video for results from large advertisers that tested the effects of keyword targeted products and categories, generic keywords and online coupons.
Highlights include in-store sales lift, return on ad spend (15:1 in some cases) and halo effects on overall sales. Understanding the effect of search ads on offline sales is a large part of accurately defining the full value of search campaigns, beyond direct conversion. Consider these results and your own online to store testing.
