Google is going all-in on location. From search (and now display ads) to store, Google is finding more ways to close the loop.
That’s because, when store visits and offline impact are captured and factored back into return on ad spend, the value of that spend goes way up — from 2X to well over 10X according to Google data. The company has been testing and refining store visits measurement for the past two years.
At its “GPS” ads conference in San Francisco earlier this summer, Google announced a dramatic expansion of store visits. It also trumpeted that notion that Google was now the “largest omni-channel measurement company in the world,” having tracked over 1 billion store visits globally over the past two years.
Using a case study with Home Depot, earlier today Google introduced location extensions and store visits measurement for the Google Display Network:
The ads that show your business address, Google Maps directions and photos. It’s a high-impact,