New Study Proves True In-Store Value of Online Clicks
Every dollar of e-commerce revenue from paid search correlates to another $6 of in-store revenue Paid search ads have long been a workhorse for companies that want to target prospective customers with relevant marketing messages to increase their online sales. But does a search marketing campaign also drive offline sales? A new study says that the answer is a resounding “Yes.” RevTrax, a firm that helps multi-channel merchants track the effectiveness of digital media on offline transactions, conducted an intensive study into the effect of online ads on offline sales. Conducted between August 2009 and August 2011, the RevTrax study, used the following process to take an accurate pulse of consumer behavior: A paid search advertisement was displayed to a consumer. The paid search ad led the consumer to a printable or mobile landing page displaying a coupon with a unique barcode. The consumer redeemed the coupon inside a brick-and-mortar store. Then, by tracking e...