Google Adds Store Visits Data to Adwords Distance & Location Reports Ahead of Black Friday

Google is integrating Store Visits data into more AdWords reporting ahead of the holiday season. Online marketing for a physical store is a challenge that Google hopes to make easier with the release of two new AdWords reports. The reports discussed below are designed to collect data on how far away people are when searching for your business, as well as how many ad clicks led to in-store visits.

AdWords’ Distance Reporting

The Distance report, located under the Dimensions tab, shows store visits based on how far away someone was from a store location (as indicated by an advertiser’s location extensions) when they performed a search and clicked on an ad.

Store Visits Performance

With store visits data available in the geographic and user location reports (located from the Settings tab > Locations tab > “View location reports”), advertisers can see what areas are driving the highest volume of store visits. Advertisers can drill down to the postal code level within these reports.

Having visibility into this data helps further close the online-to-offline loop and can be used to inform location targeting and bid adjustments for areas that are driving store visits. Retailers with enough ad clicks and in-store traffic volume will see store visits data in Distance reports for Search campaigns now, and it will be available for shopping campaigns soon. The geographic and user location reports will be rolling out soon as well.