Just in time for the silly season, two new AdWords reports announced by Google aim to make it easier for retailers to understand more about in-store shoppers.

Where customers come from

According to Google, 76% of people who use their mobile to search nearby locations for a product or service will visit a business that same day, with 28% of those searches resulting in a buy.

To help bricks-and-mortar businesses better understand where their customers are coming from, Google AdWords will facilitate reporting for consumer distance and location performance.

Distance reporting

AdWords distance reporting will allow businesses to break down visits to their physical store based on the customers distance from the store when they searched for it. The data could prove very useful, allowing retailers to target potential customers within a location’s optimum radius.

Store visits performance

The store visits performance report allows businesses to see which regions are experiencing the most ad clicks resulting in a store visit. Businesses with more than one location will be able to use the data to determine which stores are benefitting the most from their ads and tailor campaigns accordingly.

When can you use them?

Distance reporting is available right now for Search campaigns, with Shopping campaign support to follow soon. You’ll find the report listed under the Dimensions tab in Adwords.

Store visits reporting isn’t live yet, but will be soon. When it is, you’ll find it under geographic and user location reports.

For more information, see Google’s official announcement.

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.