As many as 88% of consumers, and probably more now, are researching items online and then buying them in a physical store. This is according to a 2013 study by Accenture, and from it and other data we can see that the world between online and offline is blurring in regards to the purchasing process.
Whether the customer is searching for your product or brand, or is doing a related search you have an ad running for, your online ads can and do boost your offline sales. Here are some strategies to get you started, but if you are looking for more detailed advice, contact us for help.
Direct Searchers To Your Store
No matter what page your ad takes the consumer to, you should have some sort of contact information nearby. People need to be able to see your phone number, address or even a map so they can contact you and find you easily.
While this information might not always fit neatly into your ad, it should be on your landing page.
Target Searchers Who Fit Your Demographics
Woody Allen famously said, “80% of success is showing up.” This couldn’t be more true as it applies to online advertising and store sales.
If you’re not doing online advertising, you’re missing out on sales, period. By doing any form of online advertising, you’re already halfway there.
One great way to refine your online advertising is by targeting your key demographics. Through Google AdWords and the Display Network, you can target people by location, gender, income and many other guidelines to increase the impact of your ads by getting in front of the right people.
Target Mobile Searchers Nearby
Like we just mentioned, you can target people by location. But even better than that, with AdWords and the Google Display Network you can target ONLY mobile phones and ONLY within a certain area, like your local downtown district. This ensures your ad is hitting nearby mobile users who are very likely to drop in.
According to Google, 32% of consumers say that location-based search ads have led them to visit a store or make a purchase, so it’s important to take advantage of these ads to drive visits to your offline location.
Include Location, Directions, Call Options
More than 70% of consumers who have used ad features such as directions or the call button say it’s important to have location information in ads, according to Google.
Sometimes it is beneficial to have your phone number, address, or even general location directions (i.e. Inside the Crossroads Mall) on your online advertisements.
Create Direct Call Ads
Google allows businesses to create Direct Call ads. These ads show up on search results only through AdWords, and only appear on mobile phones, not on desktops. Once clicked, the ads place a call to the number you choose rather than displaying a website, leading the consumer directly into a conversation with you.
This is a tactic which could be very beneficial for certain businesses, and if used right could lead to additional sales.
If you’d like some expert help with online advertising, give us a call or send us an email. We hope these tips have helped!