Google has decided that they’ll being all-in on location, ranging from search (and display ads now) to store. The company is finding even more ways to close the loop.
The reasoning behind this choice is because when store visits and offline impact are captured and factored back into return on ad spend, the value of that spend increases quite a bit from 2 times to way over 10 times, according to Google’s data. Store visit measurements have been tested and refined for the past two years.
Earlier this summer at Google’s “GPS” ads conference ins San Francisco, Google announced a huge expansion of store visits. They also said that they were now the “largest omnichannel measurement company in the world.” They’ve tracked over one billion store visits globally over the last two years.
In a case study with Home Depot, 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, immediate way to increase foot traffic to your store. For The Home Depot, location extensions for display ads reached consumers actively browsing their phones near the brand’s most popular stores, delivering an 8X in-store ROI.
According to Google, they’re delivering 99 percent accuracy at 200 million stores globally.” The company is using a range of technologies and methodologies to make it happen. Between Android and Google Maps, as well as a sophisticated place-mapping approach that Google has dubbed “semantic location,” they can accurately understand where devices are in the real world at any time. After they know where the device is located, they can then map ad exposures to store visits.
Google also announced cross-device re-targeting for the Google Display Network and DoubleClick Bid Manager to reach people across platform and apps. In order for this to happen, it has to identify and match users on PCs and mobile devices, which is currently being done widely by others.