le Performance Max now includes store sales reporting and bidding

Google Store Sales Reporting and Bidding has been upgraded to assist marketers who are working on Performance Max campaigns that aim to increase offline sales.

Google says that the new features are designed to help advertisers understand omnichannel consumers, who, according to Google, are 2.9x as likely to purchase products from brands.

Why do we care? Marketers can accurately measure the total sales of their brand both online and in-store using Store Sales. This allows them to optimize bids and increase in-store sales.

What is new? Google Store Sales has been enhanced with a number of new features that will help advertisers understand their campaign’s success. This includes:

• Smart Bidding: This feature optimizes Google Ads for improved store conversion rates.
• Alignment Reporting: This methodology can be used for Store Visits and Store Sales to help advertisers better understand the store visit-to purchase rates by campaign.
• Holistic Measurements: ROAS calculation will be available for both online and offline conversions.

How It Works: The Store Sales analyzes sales data in order to measure the online-to offline ad activity. Store Sales helps advertisers by uploading and matching transaction data from your brand.

What did Google say? Beta users who used Store Sales reported significant increases in sales volume and return on ad spend. Google stated that the Dutch chain of variety stores HEMA had seen an 89% increase in Omnichannel Return-on-Ad-Spend as a result of its ability to create more customized ads using their data. Tanishq, an Indian jewelry brand, reported a 7 percent increase in sales.

A deeper dive: To learn more about implementing store sales and Performance Max bidding campaigns analysis, please visit Google’s Help Center Store Sales or Intelligent Bidding.

The article Google Performance Max now includes store sales reporting and bidding first appeared on Search Engine Land.