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This is one of the biggest challenges in mixing online advertising with offline results. Difficult but not impossible - Forrester estimated that $900B+ of retail sales were 'web influenced' last year.
Here are some ideas on how to measure the real-world impact of your search campaigns:
1. Have sales associates ask at checkout how the customer heard about you.
2. Include a unique phone number on the PPC campaign landing page so you can track clicks to calls.
3. Have your PPC campaign lead to a custom landing page with a coupon code, or even just a 'code word' (see what Sprinkles Cupcakes does on Facebook) to mention for a discount in the store. That way your in-store associates can tally how many customers are coming from an online campaign.
4. If you have baseline store traffic figures, for example '50 people come in the store on a Wednesday,' you can try power advertising on Monday and Tuesday to see if more than 50 people come in the following Wednesday.
5. Combining 3 and 4 - try a PPC campaign on Monday and Tuesday that advertises a 'Wednesday special.' Then you can quantitatively identify any increase in foot traffic and couple that with a count of customers that ask for the 'Wednesday special.'
Here are some ideas on how to measure the real-world impact of your search campaigns:
1. Have sales associates ask at checkout how the customer heard about you.
2. Include a unique phone number on the PPC campaign landing page so you can track clicks to calls.
3. Have your PPC campaign lead to a custom landing page with a coupon code, or even just a 'code word' (see what Sprinkles Cupcakes does on Facebook) to mention for a discount in the store. That way your in-store associates can tally how many customers are coming from an online campaign.
4. If you have baseline store traffic figures, for example '50 people come in the store on a Wednesday,' you can try power advertising on Monday and Tuesday to see if more than 50 people come in the following Wednesday.
5. Combining 3 and 4 - try a PPC campaign on Monday and Tuesday that advertises a 'Wednesday special.' Then you can quantitatively identify any increase in foot traffic and couple that with a count of customers that ask for the 'Wednesday special.'
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Chris J Gallant advised on 04 Nov 2011
"International Consultant in the IT field, specializing in the development of concepts into real businesses."
Measuring any campaign is critical for two main reasons; 1) Is it working and 2) Do we need to tweak it. A quick way to find out is to have a landing page, and use the landing page to track the visits but also, place a coupon or create a question and have them give you the answer when they come to your store. It does require you to ask customers when they come to your store how they heard about you, but in the end it will also give you the answers that you are looking for.
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Chris J Gallant advised 7 months ago
Measuring any campaign is critical for two main reasons; 1) ...
Measuring any campaign is critical for two main reasons; 1) ...
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I agree with Joe. In addition to this you can also post ads in free ads / local freewhich ensure addl. visibility to the store...