Marketers recognize Black Friday and Cyber Monday as major shopping holidays to prepare for. But did you know that only 18 percent of shoppers consolidate their holiday shopping to these days?
Consumers are on the lookout for deals year-round—about 60 percent say that finding a great deal is what they enjoy most about shopping. So whether you’re gearing up for July 4th in the U.S., Bastille Day in France, or back-to-school shopping around the world, check out new tools coming soon to help you highlight in-store promotions, factor seasonal sales into your bidding strategy, and reach in-market consumers this season and beyond.
Heat up in-store sales with new Local campaign features
Before they’re heading to the store, local shoppers are hunting for deals: searches for “on sale near me” have grown by 250 percent since 2017.
With Local campaigns, you can dedicate your entire campaign to offline sales and complement other channels like TV or print that also help deliver foot traffic to your business during important promotions. In fact, in recent global studies with 10 advertisers, we found that Local campaigns helped brands drive a median five times greater incremental return-on-ad-spend from their business locations.
We have new features coming for Local campaigns to make it available to more advertisers and improve how you manage your locations and creatives. In the next few weeks, you’ll be able to set up your Local campaigns to drive calls to your business locations—even if you don’t have store visits measurement. By expanding Local campaigns to optimize for calls, more advertisers will now be able to access it and highlight what makes their stores unique across Google Search, Maps, YouTube and more.
Starting today, you can also create location groups to make it easier to promote a subset of business locations. For instance, if you’re selling special back-to-school product bundles at certain locations, use location groups to tailor your budget and messaging to this offer. Finally, asset reporting has started rolling out to give you better insight into creative performance. See what kinds of messaging and assets work best and use these learnings to improve your current and future creatives.