Simple Test, Big Impact
Google Store Visits can be a very useful feature for your business. However, without incrementality insights, it might be hard to get a grasp on the real added value.
the incrementality of Google Store Visits
For Action, this experiment helped to get closer to the truth, get buy-in from the organization and work towards an OMNI-channel strategy. Before this test, we did not know by how much we should discredit the Google Store Visits. Now we know exactly by how much. For Action, this had the following effects:
iProspect developed a test to determine the incremental value of the measured Store Visits.
For this experiment we started with the following research question:
To what extent can measured Google Store Visits be credited to Paid Search?
The goal was to find out what the incrementality is of the Store Visits that are measured. To test this, we wanted to compare the Google Store Visit rate of two groups of users:
1. Users exposed to an Action ad (control)
2. Users not exposed to an Action ad (experiment)
By comparing the Store Visit rates of both groups, we could then calculate the incrementality of Google Store Visits for Paid Search.
At iProspect we have noticed advertisers have doubts about the incrementality of the measured store Visits: i.e. the store Visits that are measured in the PAID Search efforts? Would people not have gone anywhere on the web? Paid Search for Action showed high Store Visit rates. But how optimistic should we be? Millions of people visit the Action store annually already. So a part of the people who are measured visiting an Action store in Google, were going to visit that store.
Thousands of people visit our stores daily already. To show the added value of Google Search it was essential to prove to senior leadership that these ads drive incremental store traffic. This creative experiment as proposed by iProspect proved to be the right data driven solution to demonstrate this.
Action is an, originally Dutch, international discount store-chain. It sells low budget, non-food and some food products. Action operates stores in seven countries — Netherlands, Belgium, Germany, France, Austria, Luxembourg and Poland. By now, Action is operating more than 1,000 stores and employing more than 38,000 employees.