Google this week announced that retail and restaurant advertisers can now upload transaction data in Google Ads. By uploading the transaction data and customer data, Google Ads can optimize for store sales conversions for Search and Shopping campaigns.
According to Google, this is the next step for offline conversions, as many advertisers were already using Smart Bidding for store visits.
"So far we’ve seen an improvement in omnichannel sales using Smart Bidding for store sales for our TV category, shown in the recent successes of our Euros campaign and hope to extend the use of this strategy further going into peak and beyond", said Andy Barratt, Ecommerce Director, at Currys.
Advertisers eligible for store sales upload need to track the offline store sales data in a CRM system, have to collect customer information associated with offline transactions, upload transaction data on at least monthly basis, have 500,000 clicks from search or shopping results over the last 90 days, or have over 750,000 clicks or views from a video ad over the last 90 days, have at least 6,000 transactions per month linked to customer information (email addresses, phone numbers, or home address information), and receive thousands of store sales for the account each month.