Google Links Online Ads to In-Store Traffic

Google is trying to bring a little more omnisophistication to retailers’ digital marketing efforts. Last year, the search engine started to record store visits as part of its AdWords program, tracking consumers who agreed to share location information from their handheld devices to see how often people who saw a retailer’s online ad would find their way to a store. The idea was to help stores that work with Google — including Sephora, Macy’s, PetSmart, REI, Sears Outlet, Ulta and Famous Footwear — assess what kind of off-line return they’re getting from their investment in digital ads. Today, Google is expected to release data from the program thus far, showing that shoppers who saw a digital ad from a retailer were four times more likely to buy something, either online or in store. The research also showed that consumers who saw a digital ad were 10 times more likely to buy something via mobile. “Historically, we looked at offline marketing as a driver of in-store [sales] and online marketing as a driver to a store’s Web site,” said Scott Falzone, head of retail industry at Google. “We’re recognizing that the shopper is not only using digital to buy something on the Web site and

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