Google AdWords Introduces Location History Feature
How can advertisers prove that PPC initiatives cause customers to visit physical store locations?
This question has trumped advertisers and Google, for as long as AdWords has been around. If you’re checking the inventory of a store via an ad shown on Google then go straight to the brick-and-mortar, this essentially goes undocumented in AdWords.
Although Carvana has made tremendous effort in streamlining the process of buying cars online, the entire automotive industry is not quite there yet. Customers want to visit a dealership, see the car they’re going to buy, test drive it and check deals.
Google is now changing the game with its Location History feature. According to Forbes.com, “The Location features uses wi-fi access points to send its ID to Google’s servers, which determine the store location of that access point.”
This will not only prove the importance of AdWords work but it will also improve business visibility and engagement.
So what does this mean for automotive?
This helps advertisers track Paid Search to showroom visits.
Image from Launchdigitalmarketing.com
Car customers are more likely to visit a brick-and-mortar to purchase or inquire about a car than they are to do so online. Google’s Location History feature means AdWords work in the automotive industry will be proven to be more valuable than ever before.
Business owners will be shown the impact of PPC and just because someone clicks an ad, visits the website and does not convert online, does not mean that they will not convert at all.
They just may do so by walking through the front door.