Bowman recommended analyzing search queries and applying different bidding strategies: generic queries such as "Bluetooth Speaker" and a more targeted "JBL Bluetooth Speaker" otherwise could end up in the same campaign displaying the same product and bid. However, targeted traffic is more likely to convert and should therefore be rewarded with a higher bid. This, according to Merkle, is a driver that strongly influences the
bottom line in terms of revenue as well as ROAS. (At Crealytics, we focus on the same strategy and can confirm these results.) Brick-and-mortar stores enjoy strong click-through growth and high CTRs when using Local Product Ads - but the value is hard to measure fax number list When connecting offline and online, Local Inventory Ads (LIA) provide opportunities for brick-and-mortar stores. Not only can a store be easily located on Google Maps, LIAs also allow potential shoppers near the store to inquire about products and availability.
Google is testing many new Shopping features, including a "Buy online, collect in store" currently in beta. Bowman expects the majority of digital ads in the future to be powered by streams. Yet LIA's biggest challenge remains tracking in-store sales and offline orders to measure the value of its clicks. At least measuring store visits is no longer a vision, with Google offering a “Store Visits” beta. At Crealytics, we also anticipate that