Google Ads Allows Small Businesses To Track Customers’ Online-To-Offline Behavior
With consumer data monitored at every touchpoint and now available to SMBs, businesses of all sizes will be equipped to better target their customers
Google now allows enterprises and small business owners to access information on their customers’ offline retail habits. With its new Google Ads, the soon-to-be-renamed search engine advertisement service, consumer data will be trackable at every touchpoint.
Marketers and business owners will be able to analyze how many visits their customers make to physical store locations and how times many consumers click on their businesses’ call, directions, website, visits and orders buttons.
Consumer data will be organized by campaign or by store location. According to Google, by the end of July, customers using location extensions in all parts of the world also should have access to these data reports. While these data will be comprehensive and will contain both demographic and psychographic information, Google stresses that its reported findings display consumer data that is “aggregated and anonymous.”
In addition to more advanced analytics, larger retailers rely on their customers’ user-generated content—mainly through social media engagement and product reviews. Small retailers, however, do not necessarily have the capital or other resources available to access these deeper consumer insights. Accordingly, as brands become more like networks rather than sets of digital impressions and purchasing pinpoints, marketers need to be able to better understand customer behaviors and attitudes. In order to resolve this challenge, Google’s new data platform democratizes data and liberates consumers.
In an effort to create a more frictionless and streamlined customer journey, Google’s initiative allows both brands and buyers alike to create an omnichannel network and feedback loop. Google’s new Google Ads program will enable businesses of all sizes to properly serve and enable their customers.