Last month, Google unveiled a number of new ad innovations ready for the upcoming festive period. The idea is to make brands and products more discoverable via search and make it easier to draw users into stores to make the final purchase.

We’re talking about omni-channel marketing strategies here and Google wants to help bridge the gap between online ads and offline sales this holiday season.

3 steps to omni-channel success this Christmas

Following Google’s recent ad innovations, the tech giant has updated its best practice guides with recommendations on how to drive more offline sales. You take a look at the

1. Drive foot traffic with location extensions

With location extensions now available across Search, Display and YouTube ads, you have more opportunities to drive in-store visits across each network. This allows you to provide helpful information like store hours, directions, photos and call buttons.

By combining these with location targeting, you can create campaigns designed to get people nearby walking into your store.

Bonus: Use local inventory ads

Another one of Google’s latest ad innovations is local inventory ads, which you can use for Google Shopping campaigns. This new ad format allows users to see which of your products are available and in stock at your nearby stores.

2. Measure the full value of your online ads

 One of the biggest challenges with omni-channel marketing is measuring the value of in-store sales driven by online ads. For more details on how to do this, head over to AdWords Help for a more detailed description.

3.Optimise for omni-channel performance

To optimise your strategy for omni-channel performance, you’ll have to identify which parts of your account drive the most offline value, optimise your bids and test new ad variations. You’ll also probably need to rethink your landing page designs, even if it means localising your content to create a more relevant message.

Once again, for more info on this you can head over to AdWords Help.

If you’ve been working with omni-channel strategies for a while, you’ll probably have made some progress on these three points already. In this case, the key will be implementing Google’s latest ad innovations into your strategy and optimising for the best possible performance.

If you’re completely new to Omni-channel marketing, then you haven’t got a lot of time to get things up and running – so get in touch with us if you need a hand getting ready for this year’s Christmas rush.

Why should I care about omni-channel marketing?

If you have a brick and mortar business location, understanding the link between your online marketing efforts and offline conversions is vital. Without these insights you’ll never get the full picture on how effective your marketing efforts are.

You’ll also never identify how many leads are escaping between online interactions and physically buying products in-store. And it’s not only retail stores this applies to either. Any business that operates from a fixed location can use omni-channel marketing to increase the number of potential clients walking through the door.

By 2015, 90 percent of retail shoppers were already using their smartphones in stores while they shopped. While recent studies have also shown that Google Search and Shopping ads drive a substantial number of incremental store visits.

With the latest reporting additions to AdWords, you can now measure when people visit your store after seeing one of your ads, even if they don’t click through. This provides deeper insight into the power of impressions regardless of whether you pay for clicks. While the new time lag, new vs returning customers and demographic reporting mean you can make smarter decisions about location targeting and creating ads that drive qualified foot traffic.

If you need any help with setting up your omni-channel strategy ahead of Christmas – or implementing the latest additions to AdWords – get in touch with our team today.