Advertisers for a long time have been clamoring for direct attribution, proof that their advertising is actually bringing customers. Google may have helped solved that issue.
Google rolled out two new ad tools on Tuesday aimed at connecting online campaigns to in-store visits and sales ahead of the holiday shopping season. One is “Local Customer Optimization,” a new Performance Max campaign setting that uses intent signals from Maps, Waze, and Search to find consumers likely to visit a nearby store and buy. The other, “Store Sales in Google Ads Data Manager,” lets eligible advertisers sync CRM or Google Sheets sales data directly into Google Ads so they can match offline register sales back to specific ad campaigns without custom coding.
Eligibility is fairly high-volume — stores generally need around 300,000 visits and 500,000+ ad interactions over the trailing 90 days — and it’s limited to retailers, restaurants, auto OEMs, and telecom providers.
Source: Media Post. Click here for full details.