Google Store Visits can be extremely useful for retailers with offline stores. However, a lot of retailers have doubts about incrementality: i.e. can those measured Store Visits really be attributed to the Paid Search efforts? Or would people have gone to the store regardless of clicking on that ad? These are very fair and essential questions that need to be answered to steer on these Store Visits with confidence. To this end, iProspect and Action.com, a large retailer with over 1.000 stores in Europe, set out to develop a unique test to answer these questions once and for all. In this session, you will learn: - How to test the incrementality of Google Store Visits, by using a unique experiment with a Dummy website - The details, results and implications of this experiment - How to use Google Store Visits for an omnichannel Paid Search strategy

1. The real added value of Google Store Visits:
Simple Test, Big Impact
Marcel Smal | Lead PPC Consultant

6. How to overcome this measurement problem?
www.dummywebsite.com
Results
Unique experiment with a fake dummy
website
• Better budget decisions
• Extra trust about the impact of
Paid Search
• Closer to the real truth

7. Why is this test
important?

8. Thousands of hours…
What we do & love:

9. Do we spend enough time knowing exactly what
our added value is?

10. 1. We’re adding more value than we measure

11. 2. The value is not as incremental as we think

12. For retail, revenue from Store Sales can be huge
1x 4x

13. Google store visits can be powerful

14. But how much credit can we take?
1 store visit - reported
1 store visit - actual
Scenario 1 Scenario 2 Scenario 3

15. This is exactly the problem Action asked us to
solve

16. “How can we believe the Google Store Visits you
measure, if we already have millions of people
going to Action already?”

17. Action.com vs Dummy website Google Ads on the same
keywords as for Action.com
Store visits to Action measured
Variation A
(control)
Variation B
(experiment)
Variation A
(control)
Variation B
(experiment)
Variation A
(control)
Variation B
(experiment)
Experimental design

18. 1. Variation A (control)
2. Variation B (experiment)
www.dummywebsite.com
Dummy-
Website
Photo Frames Discount – Visit us in
Amsterdam
action.com/photo-frames
Buy your Photo Frame in one of our
many shops!
Photo Frames Discount – Cheap prices
at Dummywebsite.com
dummywebsite.com/photo-frames
Discover our large assortment of Photo
Frames!

19. 1. Variation A (control)
2. Variation B (experiment)
www.dummywebsite.com
Dummy-
Website
Photo Frames Discount – Visit us in
Amsterdam
action.com/photo-frames
Buy your Photo Frame in one of our
many shops!
Photo Frames Discount – Cheap prices
at Dummywebsite.com
dummywebsite.com/photo-frames
Discover our large assortment of Photo
Frames!
5%*
Store visit
rate
<1.5%*
Store visit
rate
*Not the actual real store visit rates

20. This means over 2/3rd of the measured store
visits are incremental
(exact figure cannot be disclosed ☺)

21. 1 store visit - reported
0.67 store visit - actual

22. Assigning the credits you deserve
Store Visits
Webshop
revenue
In Store
Conversion Rate
In Store
AOV
Incrementality
rate
Value
€ … ... % 67 % € …
€ …
App
downloads
€ …

23. Assign the right value, and your OMNI-channel
strategy will follow naturally
Output
What we do & love:

24. Assign the right value, and your OMNI-channel
strategy will follow naturally
Output
What we do & love:

25. Ad texts will be more relevant
Wooden Photo frames – Visit us in Amsterdam
{retailer}.com/photo-frames
Buy your photo frame in one of our many shops!
Focus on
Store
Wooden Photo frames – Free delivery from our Webshop
{retailer}.com/photo-frames
Buy your photo frame online. Order now, delivered the
next day!
Focus on
Webshop

26. Keywords can be valued better
Light bulb Television
Wooden
fence

27. Budget could switch over devices
+20 -16% -30%

28. Budget could switch over devices
-5% +7% -14%
+20 -16% -30%

29. Adjust bids on the radius of your stores
1KM
5KM
20KM
+8%
-12%
-15%

30. 1KM
5KM
20KM
-12%
-3%
+24%
Adjust bids on the radius of your stores
+8%
-12%
-15%

31. Bidding during the week will change
WednesdayTuesdayMonday Thursday Friday Saturday Sunday
+12% -16% +15% +10% +5% -22% -18%

32. Bidding during the week will change
WednesdayTuesdayMonday Thursday Friday Saturday Sunday
+8% -16% +4% -8% +21% +4% +18%
+12% -16% +15% +10% +5% -22% -18%

33. Variation B
CRO test Y
Variation B
Same ad
Branded Exact
[brand]
Variation B
Variation A
CRO test X
Variation A
Same ad
Variation A
And you can even use Store Visits for CRO!

34. Let’s get the credits we really deserve

35. Extra information
● Case video: link
Next steps:
● Expand test to GDN
Non retail:
● Incrementality test for Remarketing
● Incrementality test for RLSA
● Incrementality test for certain types of keywords