Advertisers can now optimise in-store visits using Google ads smart bidding optimisation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 24, 2019, 9:32 AM UTC

70% of advertisers who use Google ads implement smart bidding.

Google will now allow stores with physical locations to optimise in store-visits in their smart bidding campaigns. While 70% of Google Ads advertisers use smart bidding, the option to optimise in-store visits will allow them to drive better results for both online and offline conversions.

The smart bidding campaigns can help advertisers test and merge store visits into their smart bidding strategies for search and shopping campaigns. The campaign-level conversion setting lets advertisers integrate store visits to be optimised for conversions.

European retailer MediaMarkt’s reported enhanced campaign performance by incorporating store visits into its smart bidding strategy. In an announcement, Google said that smart bidding’s availability for search and shopping could maximise omnichannel ROI.

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