Google helps advertisers track spending in physical stores

Google announces products aimed to help advertisers track the full journey of a sales conversion- from digital media to offline store visits.

Google's computers will be trying to connect the dots between what people look at after clicking on an online ad and what they purchase with their credit and debit cards at one of the advertiser's brick-and-mortar stores.

According to early research by Google, consumer who click on a search ad before visiting a store are 25% more likely to buy something when they are there and spend 10% more on average.

Google says it has access to roughly 70 percent of USA credit and debit card sales through partnerships with other companies that track that data. By scanning this data, Google says it can automatically inform merchants when their digital ads translate into sales at a brick-and-mortar store. If it works, it could help persuade merchants to increase their digital marketing budgets.

But it could also deepen worries among privacy watchdogs, who are already concerned about the digital dossiers that Google has compiled on users of its search engine and other services, including Gmail, YouTube and Android.

More news: Adrian extends West Ham stay

The Mountain View, California, company already runs the world's biggest online ad network, one that raked in $79 billion in revenue a year ago.

Google Attribution, as the company has named the service with its usual blandness, promises to provide a better way to track the results of marketing across devices from personal computers to smartphones and across channels from search to store visits.

The announcements were among a flurry made Tuesday in San Francisco at Google Marketing Next, an annual event to promote the company's plans for ad products, analytics and its DoubleClick ad platform.

This meeting was an opportunity not only for Google to flaunt its new tools, but to work on regaining ground with advertisers who have recently boycotted YouTube.

"We are also expanding our local ads formats to video, now you can go directly from a true view video ad on YouTube, which will now show directions, store business hours and more". It then matches that data with other identifying information compiled by merchants and the issuers of credit and debit cards to figure out when digital ads contribute to an offline purchase.

More news: Reema Lagoo, who played mother to top Bollywood actors, dies

With machine learning as the underlying theme, the highlight this time is "Google Attribution" - a powered-up version of an existing product that will help advertisers measure the impact of marketing across devices and channels all in one place- for free. Now, Google wants to make AMP the standard for ads across the mobile web. This means that even if your target was merely sifting through the page, there would be a good chance that the AMP ad would be loaded and would catch is sight - as opposed to a regular ad which might still be loading while the target clicks another link.

"We want to help consumers who are online to find something in the physical world, we have a number of formats that work across search and maps that are created to show what is in stores and can drive people into stores", he added.

Google's final launch, store sales measurement might be something marketers have been searching for to close the loop from ad click to purchase.

The search giant says it has access to roughly 70 percent of USA credit and debit card transactions through partnerships with other companies that track that data. At the absolute very least, Google is quick to point out that your name or other potentially identifiable information won't be passed to advertisers, simply anonymized and hashed data.

More news: How to protect yourself from the massive ransomware attack


Popular
  • Union: Up to 40K walking off the job at AT&T this weekend

    After a one-day strike, AT&T agreed not to require technicians to perform work assignments outside of their expertise. If an agreement can't be reached quickly, retail stores in several states will likely shut down this weekend as well.
    Ford using first over-the-air software updates to its 2016 cars

    Ford using first over-the-air software updates to its 2016 cars

    Android Auto is already available on all 2017 models, and this update brings the platform to around 800,000 additional vehicles. As long as a user's Sync 3 system is running version 2.2, the update can be installed one of two different ways.
    N. Korea Threatens to Take Retaliatory Measures against US

    N. Korea Threatens to Take Retaliatory Measures against US

    But the Pentagon is skeptical whether Pyongyang has mastered the re-entry technology needed to ensure it survives returning into Earth's atmosphere.
  • Leo Varadkar to launch policy priorities today

    Leo Varadkar to launch policy priorities today

    There were awkward scenes in Co Clare as the constituency's two Fine Gael TDs refused to say whether they were backing Mr Coveney.

    Mourinho seals winning record on 250th Premier League game

    Ronald de Boer, the manager, showed a lot of faith in me, helped me a lot and I developed myself as a person and as a player. Marouane Fellaini is the question mark; we wait for today's scans, we decided not to do it yesterday.
    Highlights of Tuesday's NBA game

    Highlights of Tuesday's NBA game

    Both Kerr and Brown emphasized a better start on both ends in Game 2 to control the tempo from the opening tip. In Game 2 on Tuesday night, Golden State was up 20 by the time the smoke cleared from pregame introductions.
  • Palestinians hold general strike ahead of Trump's arrival

    Palestinians hold general strike ahead of Trump's arrival

    Their requests are just and in line with global law as humanitarian and human rights standards protecting prisoners. Librati said Barghouti, a leader in Palestinian President Mahmoud Abbas' Fatah movement, remains in his cell.
    'Twin Peaks': What the Critics Are Saying

    'Twin Peaks': What the Critics Are Saying

    That's all true - but this is a world of which this new " Twin Peaks " wants no part. Now 71, Lynch spent 10 minutes ducking questions about the new Twin Peaks .
    Party leaders attack May and Corbyn for avoiding TV debate

    Party leaders attack May and Corbyn for avoiding TV debate

    Mrs May has said she will not take part in any live debates, and Mr Corbyn has said he will only take part if she does. Nuttall praised the comment " Natalie " made about social care, saying it was "absolutely right".
  • Hassan Rouhani wins second term as Iran president

    But the deal has serious opponents in the USA , where President Donald Trump and the Congress are reviewing their options. Ahmadi says the Interior Ministry hopes to have final results later Saturday.
    Ronaldo's double puts Real on verge of La Liga title

    Ronaldo's double puts Real on verge of La Liga title

    There is one result that gives the Barca boss hope of their title rivals slipping up. their own defeat at Malaga on 8 April. Caen and Dijon both have 36 points and are away at second-placed Paris St-Germain and 11th-placed Toulouse respectively.

    Irish PM announces resignation as party leader

    The former refers to the way Coveney has raised his profile by trying to tackle a severe housing and homelessness crisis. Fine Gael's chairman, Martin Heydon, described Mr Kenny as a "compassionate, pragmatic and inclusive" leader.

CONNECT