Bring more foot traffic to your business with YouTube and Display ads – blog.google

Bring more foot traffic to your business with YouTube and Display adsLearn more:Learn more:Learn more:Models & ResearchProductsInfrastructure & cloudTechnology Learn more: ProductsPlatformsDevices Learn more: Outreach & initiativesLeadershipInside Google Learn more: Oct 10, 2017Brad BenderVice President of Display and Video AdvertisingAn example location extension on YouTube featuring IHOP’s address and contact information. Says Darrin Kellaris, Executive Director, Marketing at IHOP, “Video has been an integral part of our digital strategy to optimize guest interactions online with relevant and distinctive content. We were happy to partner with Google to find new ways to measure the full value of our video campaigns. Through Google’s store visits solution, we gained useful consumer insights that helped us drive visits from YouTube for less than $1 per guest. Insights like this have given us an innovative way to measure business impact beyond standard brand metrics and to understand how video helps drive lower-funnel actions. This is something we’d like to see become more prevalent across all media partners.”Jerome’s Furniture has included store visits in their Search measurement and optimization since 2015. It is now using location extensions and store visits for YouTube to drive more customers into stores and understand offline performance across channels. Elgiganten, a Swedish electronics retailer, turned to video to help drive its omnichannel marketing strategy. After the first half of 2017, the company found that its video campaigns brought 6-10% of users who viewed its ad on YouTube to its stores. Overall, the brand has seen an 8.8% increase in its sales, and learned that its mobile search traffic delivers a 21% higher return on ad spend on mobile phones versus desktop. Lawson, a convenience store chain with nearly 15,000 stores globally, was the first advertiser in Japan to use store visits to measure the full value of its display ads. Historically, the company focused most of its advertising on offline campaigns. After testing store visits for Display, the brand learned that mobile ads were more effective and cost-efficient at driving foot traffic to their stores, saving them 45% more in costs per visit compared to desktop and tablet ads.The Home Depot Canada, Canada’s leading home improvement retailer, used store visits insights to learn that 18% of people who clicked on its display ads visited a store within 30 days. It also discovered that 50% of these customers made an average in-store purchase of $65 Canadian dollars.In the coming weeks, we’ll also begin introducing more local ad formats powered by location extensions to help people find the products they’re interested in at nearby businesses. To start, we’ll be rolling out affiliate location extensions for display ads, which allow manufacturing brands to show which retail chains sell their products.An example affiliate location extension on the GDN showing where the Google Pixel is available for purchase.  1. eMarketer, “Worldwide Retail and Ecommerce Sales: eMarketer’s Estimates for 2016–2021,” July 2017source