Map your customer base with new Google Ads reports

Christian Thomson

Christian is a British-born entrepreneur and founder of Marwick. For over 19 years, Christian has successfully helped businesses excel in digital marketing.

With the festive period knocking on your door, you’re probably thinking about ways to encourage the increased shopping traffic to your store. For those among you – and there are a lot – who swear by Google Ads (formerly known as Google AdWords) reports, we’ve got some good news for you; it just got smarter.

The online giant announced this week on Google+, that its adding two new analytics reports to Google Ads, distance tracking and store visits. These new reporting features will give more insight into what online ads are driving your physical store visits. Additional insight into your potential customers and their shopping habits, in time for the busiest time of the year is a great early gift from Google to you – if you can use it to your advantage.

 Google Ads reports and turn behavioural insights into targeted offers

The distance tracking feature will show you how far away from your store customers were when they first searched for your keyword before making the physical visit to your store. A way to turn this to your advantage, according to Google, is that if the reports show store visits come from searches within a one mile radius, then “you could apply targeting around that distance”.

Knowing how far your customers are willing to travel when they conduct their initial search for an item, is a great way of focussing your advertising planning. Based on the results of this latest feature, offering a 50% discount to potential customers who are half a mile away when they input their google search, could net you a great result. And if it doesn’t, well, you haven’t lost a great deal either. 

The physical store visits reporting feature, meanwhile, is another great way to reconcile the impact of advertising, with offline shopping and physical visits to your stores. This feature gives you the data on which geographic locations are most popular with your Google Ads advertising.

Some of you may be targeting your advertising in a number of global locations, say Las Vegas, Ontario and New York. This new feature means you’ll be able to monitor which of those areas has received the most physical store visits after they clicked on your google ad during their online search. The resulting reports can then give you the option to increase your investment in advertising in those regions that drive the most store visits.

 Google Ads reports means you can stick with what works

Of course, you could be tempted to plan an even more aggressive campaign for those regions where your ads aren’t working so well. But, you need to be prepared for the long haul and strategically plan your advertising spending budget. After all, you don’t want to leave your customers in your stronger performing areas free to be lured by your competitor’s ad campaigns.

Using the distance and location reports means you know what’s working where – and what isn’t. This means you can work on keeping your best customers happy while being more thoughtful when targeting the other regions. Do remember your best customers though. It would be a shame if you didn’t keep offering the right deals to the customers who want them. If you map your customer base with new Google Ads reports you can better understand and serve your clients. 

Google works to impress its own customers too

While these latest reporting features from Google may seem like a gimmick, they’re not. They’re simply part of Google’s plan to understand the increasingly complex journey shoppers go on between online searching and a physical, offline purchase.

Google are also constantly working to keep its own customers hooked on its services, by proving they work and giving more insight into how and why. As a Google Ads customer, you want the system to work for you and Google does too!

This means you should look into the distance and geographic tools and if you think they could work for you and help you really hone your growth strategy, they’re certainly worth a try. In addition, they could be just the tool a non-Google AdWords customer is looking for and be enough to encourage them to give Google a try.

Beneficial mapping tech with Google Ads reports

More integration between Google Ads and google maps can help make it easier for potential customers to spot where the best deal for them is, at a glance. This shows that Google is working to help shoppers find what they want, at the best price at the nearest stockist.

But, by giving customers more information they’re also able to give businesses more insight than ever before about what type of ads and offers are working in which areas. At the same time, you get to work out what isn’t working.

For a business, this information may turn out to be even more useful than it appears it should be at first glance. If you map your customer base with new Google Ads reports, you gain the ability to quite literally map a customer’s journey from online browsing to physical store visits. Perhaps, in the future, you will even gain insight into actual purchases which can help companies target their advertising campaigns like never before.

If you map your customer base with new Google Ads reports, you can ensure the right stock is in the right store at the right time. If you can get that right, then customers will be more inclined to turn to you first for their purchases, which will definitely denote a successful campaign.


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