Originally at https://searchenginewatch.com/2016/06/20/everything-you-need-to-know-about-adwords-store-visit-conversions/

Ecommerce sales came to more than $341 billion in 2015. That’s huge. But amazingly, 90% of sales still happen in stores, not online, according to Google.

That’s why AdWords introduced the in-store visits metric in 2014. The consumer purchase journey is now more complex than ever – and Google wanted to create a way businesses could understand how much in-store foot traffic their location-based PPC ads were driving.

Thus far, Google has measured more than 1 billion store visits. But not every business has access to this powerful metric.

At the Google Performance Summit – where Google announced Expanded Text Ads, new local search ads, and gave us a preview of the new AdWords interface – in-store conversions were one of the huge topics of conversation, and Google promised this metric would soon become more widely available to more businesses.

If you’re a local business, the combination of new Google Maps Local Search ads and in-store conversions will be an absolutely killer combination.

To get you ready, here are seven things you need to know about AdWords’ store visit conversions.

1. What are store visit conversions?

Google estimates store visit conversions by looking at phone location history to determine whether someone who clicked on your search ad ended up visiting your store. Google looks at ad clicks on all devices – smartphone, desktop, and tablet.

In-store conversion data will help you understand which ad campaigns, keywords, and devices send the most people to your store so you can optimize your account to increase ROI. It doesn’t guarantee that someone bought from you – just that they visited after clicking on one of your ads.

Google’s goal is to provide the data so you can attribute the online value of your ad spend. In less than two years, advertisers in the retail, restaurant, travel, automotive, and finance industries have counted more than one billion …

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