To Drive Lot Traffic
It’s not breaking news that we live in a digital age. We can drive cross-country without ever having to touch a paper map or get all of our grocery shopping done without ever leaving home. We research our potential purchase decisions online and often complete the buying cycle all from the same screen.
Jeff Bezos recent release of the total number of Amazon Prime subscribers comes at no surprise, topping out at over 100 million users. But what is surprising; the increase in brick and mortars over the last few years. 2017 saw a significant increase, with nearly three storefronts opening for every one that closed.
Now how can these two facts be true simultaneously?
Because consumer culture values two things— convenience and quality.
Both online shopping and local shopping offer these things in different ways. Online shopping offers convenience in that you can find nearly anything you want without having to visit multiple stores to get everything on your list while providing quality through variety.
Shopping locally is convenient because you can make returns easily and don’t have to wait to have your product after purchasing. The other perk that comes along with physical shopping is that consumers never have to worry about the reality of what they’re purchasing not meeting their expectations; because they can actually hold it, or try it on, or hear it, or do whatever it is you do with it!
These varying perks in consumer experience has lent to a rise in ROPO, or research online purchase offline.
This strategy allows shoppers to get an idea of what prices the products they’re interested in are going for, as well as other factors, so they can make the best possible purchase decisions. It’s an intelligent blend of traditional and modern shopping tactics that help consumers ensure they’re getting the best deal possible.
The digital world is recognizing this new trend and is adjusting accordingly, and Google specifically has curated some features that can help capture that foot traffic.
Start utilizing these handy hacks to increase foot traffic to your storefront.
Tactic #1: Promotion Extension
A promotion extension allows you to showcase any sales or events you’re featuring directly on your ad. You can even include specific product prices in our text ads using this extension.
To do this, go to the ‘Ads & Extensions’ tab in your AdWords accounts. Click the ‘Extensions’ option along the top bar to create a new extension. You’ll be offered a list of possible extensions; select ‘Promotion.’ you’ll then be asked for occasion, date range and details of your promotion. Save and you’re all set!
Promotion extensions can help you conquest the traffic that may have gone to a competitor site had they not seen they could get a better deal from your promotion.
Tactic #2: Location Ad Extension
While this extensions isn’t necessarily new, it’s something you definitely want to be utilizing if most of your sales occur at your storefront.
Including this tells potential shoppers a few things:
Next, you’ll need to search for your business, if it already exists and claim it.
If you cannot see your business, make sure you verify your business with Google before actioning this step.
Once your Google My Business account and listing are live, go to your AdWords account to link your accounts.
Find the “Ads & Extension” tab and click on it.
Next select “Extensions.”
Click “create ad extension.”
Select “Location extension” from the drop-down menu.
Your location ad extension should now be enabled. And your business location should be now shown in your ads.
This simple hack gives your online ad a physical location.
To get more shoppers in the door, Google has made location extensions and store visit measurement available on YouTube.
The following is a location extension example, from a YouTube ad by IHOP restaurants.
By including location extensions in TrueView in-stream and bumper ads, viewers can engage with your brand and see your store’s location, business hours and directions to the store.
Implementing store visit measurement into your YouTube campaigns, you can see what ads and extensions are performing best and driving in-store foot traffic.
Tactic #3: Click to Text Extension
We live in a digital culture conditioned to instant gratification, so allowing the option for potential customers to communicate with you immediately can have huge positive effects on the traffic you’re receiving.
Google found that 65% of customers would consider scheduling appointments via text if given the opportunity.
Here is an example of message extension in an ad for “car dealers.”
To create a message extension in your campaigns, first, you’ll need to sign into your Google AdWords account.
Next, follow the first few steps mentioned in Hack #1 to navigate to the ad extension drop-down menu.
Then, select “Message extension.”
Now, enter your business name and contact number.
Add the message extension text and your desired automated reply that your customers will be prompted with, in their messenger app.
AdWords will automatically create an example of how your ad may look in a campaign.
And also how the automated text may appear in their messaging app.
Click to save your ad, and it’ll go through Google’s review process.
Tactic #4: Optimize for Open Hours
We only want to show our ads to the people who would be interested in seeing them; anything beyond that is wasted ad spend.
Through ad scheduling, you can designate when you want your ads to show. If someone searches for pizza with delivery and they see your ad but you’re not open, you paid for an impression you could never profit from because your pizzeria wasn’t open.
Recognizing what times you’re busiest and optimizing your ads for those times while making sure you’re not running your ads when you can’t perform helps eliminate waste, as well as the underperformance of your ads.
You can schedule your ads by clicking the ‘Ad Schedule’ tab under settings along the left bar of your Adwords account.
Tactic #5: Geo-Targeting for Specific Locations
Geo-targeting is essential to capitalizing off of potential foot traffic. Google offers you the ability to identify your ideal customers based off of a number of different data points; IP addresses, WIFI connections and GPS data.
Geo-targeting also helps capitalize on mobile audiences as smart phones provide location-based data to target, and mobile usage for consumer purposes is guaranteed to continue increasing. You could run a mobile ad to a radius directly around your storefront and capitalize off of your immediate audience.
To set up geo-targeting in your Adwords account, click the ‘Settings’ tab and select ‘Locations’ on the dropdown menu. Use ‘ Advanced Search’ to target specific streets or addresses and designate your desired radius around that target area. Click the ‘Target’ button, then ‘Save’ and you’re done!
Tactic #6: Local Inventory Ads
Shopping and text-ads are a no-nonsense way to let potential customers know what it is you have to offer— and consumers appreciate that. Revenue generated from these ad types increased by over 60% over the last two years.
Google’s 2018 Shopping Benchmark Report has illuminate the growing interest in pairing e-commerce with traditional shopping, and local inventory ads help curate that joint experience.
When consumers click on a local inventory ad, they enter your ‘local storefront’ where they’re provided with all the information they would need to get to you and purchase the product they’re interested in
- In-store Inventory
- Store Hours
To create local inventory ads, you will need a Merchant Center account and Google My Business account set up in conjunction with your Adwords account.
Despite our lives becoming increasingly automated and digital, the tactility of shopping locally is still a major draw for consumers. As business owners and advertisers, it’s on us to merge these experiences.
Utilize the hacks above to accommodate the modern consumers preferences; allow them to feel in control of their shopping experience and you’ll be on your way to selling out instore and online.