Google Store Visits can be extremely useful for retailers with offline stores. However, a lot of retailers have doubts about incrementality: i.e. can those measured Store Visits really be attributed to the Paid Search efforts? Or would people have gone to the store regardless of clicking on that ad? These are very fair and essential questions that need to be answered to steer on these Store Visits with confidence. To this end, iProspect and Action.com, a large retailer with over 1.000 stores in Europe, set out to develop a unique test to answer these questions once and for all. In this session, you will learn: - How to test the incrementality of Google Store Visits, by using a unique experiment with a fake dummy website - The details, results and implications of this experiment - How to use Google Store Visits for an omnichannel Paid Search strategy

1. The real added value of Google Store Visits:
Simple Test, Big Impact
Marcel Smal | Lead PPC Consultant

6. www.dummywebsite.com
Results
Unique experiment with a fake dummy
website
• Better budget decisions
• Extra trust about the impact of
Paid Search
• Closer to the real truth

7. Why is this test
important?

8. Thousands of hours…
What we do & love:

9. Two things often happen with measuring value

10. 1. We’re adding more value than we measure

11. 2. The value is not as incremental as we think

12. Revenue from Store Sales can be huge
1x 4x

13. Google store visits can be powerful

14. If we don’t experiment, Store Visit measurement
can be useless
1 store visit - reported
1 store visit - actual
Scenario 1 Scenario 2 Scenario 3

16. Imagine measuring 1.000.000 store visits
Store visits - actual
Scenario 1 Scenario 2 Scenario 3
600.0001.000.000 200.000
5X

17. This is exactly the problem Action asked us to
solve

18. “How can we believe the Google Store Visits you
measure, if we already have millions of people
going to Action already?”

19. Action.com vs Dummy website Google Ads on the same
keywords as for Action.com
Store visits to Action measured
Variation A
(control)
Variation B
(experiment)
Variation A
(control)
Variation B
(experiment)
Variation A
(control)
Variation B
(experiment)
Experimental design

20. 1. Variation A (control)
2. Variation B (experiment)
www.dummywebsite.com
Dummy-
Website
Photo Frames Discount – Visit us in
Amsterdam
action.com/photo-frames
Buy your Photo Frame in one of our
many shops!
Photo Frames Discount – Cheap prices
at Dummywebsite.com
dummywebsite.com/photo-frames
Discover our large assortment of Photo
Frames!

21. 1. Variation A (control)
2. Variation B (experiment)
www.dummywebsite.com
Dummy-
Website
5%*
Store
visit rate
<1.5%*
Store
visit rate
*Not the real store visit rates (cannot be disclosed)
Photo Frames Discount – Visit us in
Amsterdam
action.com/photo-frames
Buy your Photo Frame in one of our
many shops!
Photo Frames Discount – Cheap prices
at Dummywebsite.com
dummywebsite.com/photo-frames
Discover our large assortment of Photo
Frames!

22. This means over 70% of the measured store
visits are incremental
(exact figure cannot be disclosed )

23. 1 store visit - reported
0.70 store visit - actual

24. Store visits - actual>700.000

25. The real value of store visits
Store Visits
Webshop
revenue
In Store
Conversion Rate
In Store
AOV
Incrementality
rate
Value
€ 50 50% 70% €17,50
{€ …}
App
downloads
€ …
*Not the real figures of Action.com

26. Assign the right value, and your OMNI-channel
strategy will follow naturally
Value
What we do & love:

27. Assign the right value, and your OMNI-channel
strategy will follow naturally
Value
What we do & love:

28. Ad texts will be more relevant
Wooden Photo frames – Visit us in Amsterdam
{retailer}.com/photo-frames
Buy your photo frame in one of our many shops!
Wooden Photo frames – Free delivery from our Webshop
{retailer}.com/photo-frames
Buy your photo frame online. Order now, delivered the
next day!
Variation B
Focus on
store
Variation A
Focus on
webshop

29. Keywords can be valued better
Light bulb Television
Wooden
fence

30. Budget could switch over devices
+20 -16% -30%

31. Budget could switch over devices
-5% +7% -14%
+20 -16% -30%

32. Adjust bids on the radius of your stores
1KM
5KM
20KM
+8%
-12%
-15%

33. 1KM
5KM
20KM
-12%
-3%
+24%
Adjust bids on the radius of your stores
+8%
-12%
-15%

34. You can test new campaign types
Local catalog ads
Local inventory ads

35. Variation B
CRO test X
Variation B
Same ad
Brand name exact
[hero conf]
Variation B
Variation A
Control
Variation A
Same ad
Variation A
And you can even use Store Visits for CRO!

36. Get the credits you really deserve

37. Extra information
● Case video: link