[SMK] Social Media Knowledge

DIGITAL MARKETING NEWS

AdWords to send buyers Instore

Google has launched a few new features on their AdWords platform. The biggest headline: the strengthening of connections between online advertising and brick-and-mortar stores.

Local catalog ads

‘Local catalog ads’ are now available on AdWords, to guide shoppers to discover what’s available, then encourage them instore for a visit.

Google says the new ad format was designed to ‘complement retailers traditional print campaigns…  with the added audience and measurement benefits of digital ads’.

That makes it sounds like Google’s is renewing efforts to capture the traditionalist market, who are still printing coupons in the local rag.

Driving feet

Still, they may be useful to any retailer with a bricks-and-mortar store.

The new ads are geotargeted by default. They highlight a hero image, but also feature a select inventory especially laid out for mobile scrolling. ‘Instore’ tags look to drive foot traffic rather than online checkouts.

Instore data from device location

Of at least equal interest as the actual announcement is that Google backs-up their claims for the ad-format’s effectiveness with real data.

A footnote to the announcement says that ‘Store visits are estimates based on aggregated, anonymized data from a sample set of users who have turned on Location History.’

Tracking online ads instore conversions via location history data: simple genius, or capitalist creepiness?

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

Learn with SMK through March

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

March's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST
  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.
Weekly Technical Labs: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST
  • Technical Labs explore the technological process and workflows related to key digital marketing activities.
SEO Made Easy Masterclass on Thursdays from 10 am – 12 pm AEST
  • Module One: 2024 Search Engine Optimisation (SEO) Trends, Challenges and Opportunities
  • Module Two: Understanding Technical SEO, User Experience & Google Search Console
  • Module Three: On-Page SEO, Website Copywriting & Content Marketing
  • Module Four: Off-Page SEO, Local SEO & Google Business Profile Optimisation
Digital Marketing Evaluation Masterclass on Fridays from 11 am – 1 pm AEST
  • Module One: 2024 Ads Trends, Landscape and Opportunities
  • Module Two: Social Ad Reporting, Evaluation & Campaign Optimisation
  • Module Three: Advertising Strategy, Targeting & Campaign Planning
  • Module Four: Social Ad Creative, Copywriting & Campaign Testing

Leave a Comment