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General, Local Search Marketing, Mobile Search Advertising, PPC, SEM-Search Engine Marketing

Do online search campaigns lead to in-store sales?

Do online search campaigns lead to in-store sales? You might not realize it but your search ads and SEO might actually be driving a lot more offline sales then you realize, in the form of phone calls and in-store sales that started with the visitors first finding you online during a search. Google recently completed a test to measure what effect online search ads had on in-store sales traffic. In some cases there was a very strong correlation with online search campaigns and in-store sales.  Keep in mind when we say “search” that could mean

  • SEO organic white listings
  • Local business listing like google places where you see local business listed in the search results
  • Google Maps
  • Google Adwords paid ads
  • Google News
  • Google images
  • Google video/youtube

“Do online search campaigns lead to in-store sales? Controlled studies we call ‘Online-to-Store’ experiments prove time and again that they do! Check out this video for results from large advertisers that tested the effects of using keywords targeted to 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.”

Posted by Dan Friedman, Inside AdWords crew

Stijn Amundsen is the Founder and Principle at GlowHat of Scottsdale Arizona. He enjoys sharing his passion for internet marketing and helping others reach their true potential in business and life. Stijn has been helping clients market high performance web sites for over 10 years, generating millions of dollars of business through high ROI strategies.

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