Google Ads enhances local customer optimization, in-store sales

Image credit: Search Engine Journal

Google Ads announced new features globally Tuesday to optimize advertising campaigns for local customer engagement and enhance the tracking of in-store sales, aiming to strengthen the link between digital ads and physical store activity.

The updates come ahead of the fourth-quarter holiday shopping season and include a new setting within Performance Max campaigns and improved tools for integrating offline transaction data.

Google Ads is launching Local Customer Optimization, a new setting available within Performance Max campaigns specifically for store goals, according to Ginny Marvin, Google Ads Liaison.

This new optimization prioritizes nearby consumers who are likely to take immediate action, such as visiting a physical store or making a phone call, Google stated.

The system leverages signals from Google Maps, Waze and Google Search to identify these high-intent local customers.

However, the company noted that Local Customer Optimization is incompatible with campaigns focused on online goals or Performance Max campaigns that advertise products linked from Merchant Center accounts.

Additionally, Google Ads Data Manager will now allow advertisers to connect existing in-store transaction data more easily for reporting and Smart Bidding purposes.

Advertisers can upload first-party transaction data from customer relationship management (CRM) systems or Google Sheets, enabling the platform to measure Store Sales more effectively.

Store Sales measurement connects physical store purchases with prior ad interactions, allowing advertisers to optimize campaigns directly toward store sales or to incorporate offline revenue into their bidding strategies.

Eligibility for Store Sales is currently limited to certain advertisers, requiring the upload of hashed customer information, such as email addresses, phone numbers or physical addresses, for first-party transaction data.

Source: Search Engine Journal