The real added value of Google Store Visits

Simple Test, Big Impact

Goal

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.
Marcel Smal Lead consultant @ iProspect Netherlands
  • Show a unique experiment involving a fake dummy website, to get a better understanding of Store Visit measurement.
  • Make better decisions about the profitability of Paid Search, and to some extent about Online Marketing as a whole.
  • Make better use of Google Store Visits to optimize and steer our Paid Search campaigns. 

The Results

  • +67%

    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:

 

  • It convinced stakeholders in the organization who (justly) had doubts about the incrementality of Google Store Visits.
  • We can make much better decisions about the profitability of Paid Search, and to some extent about Online Marketing as a whole.
  • We can make better use of Google Store Visits to optimize and steer our Paid Search campaigns.

Approach

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.

Challenge

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.
Bart Sikkema Digital Marketing Manager @ Action

Solution

The goal was to create a control group of users who are not exposed to an Action ad.
To do this, we created a dummy website: a website completely different from Action.com. We advertised on exactly the same non-branded keywords for this Dummy website, as we normally do for Action.com. We then compared the Store Visit Rates for the Dummy website, with that of Action.com. This way, we could calculate the real added value of Google Store Visits for Paid Search.

 

About Action

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.  

Action.nl