Now in a testing phase, the tool is starting to be rolled out as part of the annual Google Marketing Next conference in San Francisco, where Google announces new products and improvements for advertisers and marketers.
SAN FRANCISCO - Google already monitors online shopping - and now it's keeping an eye on physical stores to try to sell more digital advertising. With the new tool, Google says it will now be able to tell if the same person bought the shoes a few days later at a physical store.
The companies know only that a match has been made, and Google does not get a detailed description of the individual transactions, just the amount spent. The company has partnerships with companies that account for 70% of credit and debit card purchases in the U.S.
Moreover, in the next few months, Google will roll out store sales measurement by device and ad campaign, enabling retailers to track in-store revenue from the ads.
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.
If it works, that could help persuade merchants to boost their digital marketing budgets. "And all these moments take place on multiple devices, making them even harder to measure", said Sridhar Ramaswamy, SVP of ads & commerce at Google, in a blog post.
"Both of these products like all of our measurement products are privacy-safe, we never use ay user's ad click information and only report anonymised aggregated figures", he added. The Mountain View, California, company already runs the world's biggest online ad network, with $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 Mountain View, California, company touted the store-sales measurement tool Tuesday in San Francisco at an annual conference it hosts for its advertisers.
The boycott began two months ago over concerns that Google hadn't prevented major brand advertising from appearing alongside extremist video clips promoting hate and violence.
That means that were you to tap on a search ad from a company that opted into the new format, the landing page would load significantly faster than other results in a window within Google's site.
As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land.
Google's empire was built on the proposition that people searching for something online are prime candidates to see an ad for something related.
"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 says its computers rely primarily on log-in information, such as email addresses, to identify the people clicking on ads. Other tools give merchants a better understanding on how digital ads appearing across a variety of devices are affecting their sales.
However, Google would not say how merchants had obtained consent from consumers to pass along their credit card information.