We’re thrilled to share the latest enhancements from Google Performance Max. The platform has significantly improved its Store Sales reporting and bidding features, a strategic move designed to arm marketers with the necessary tools to augment offline sales through Performance Max campaigns.

Understanding the Omnichannel Shopper

Google’s new features are designed to help advertisers gain a deeper understanding of omnichannel shoppers, who are reportedly 2.9 times more likely to purchase from brands. With the upgraded Store Sales reporting, marketers can now accurately measure their brand’s total sales, both online and offline. This will enable them to optimize bids for in-store revenue more effectively, potentially leading to a higher omnichannel return on ad spend (ROAS) and increased offline sales.

What’s New in Store Sales?

Google has introduced a range of new and improved features to Store Sales, including:

Smart Bidding Capabilities: This feature optimizes Google ads for improved store sales conversions.

Alignment of Reporting: This methodology can be used across Store Visit and Store Sales, enabling advertisers to better understand store visit-to-purchase rates by campaign.

Holistic Measurements: ROAS calculations will now include both online and offline conversions.

How Does It Work?

Store Sales allows you to use your sales data in a privacy-safe way to understand how much value your ads are truly driving for in-store purchases. By uploading and matching transaction data from your business, you can see how your ads translate into offline purchases.

As of October 2nd, 2023, Store Sales Direct, the store sales measurement feature available to non-retail and non-restaurant advertisers, will no longer be available for ongoing measurement. Google is simplifying its store sales product offerings to provide a more streamlined experience and to focus on improving store sales measurement. Store sales improvements, currently available for retail, restaurant, and automotive (beta) advertisers in store visits launched countries will continue to be supported.

For more information on implementing store sales data and Performance Max bidding campaign analysis, we recommend visiting Google’s Help Center for Store sales or Smart Bidding. As always, Orange Carrot is here to help you navigate these changes and optimize your digital marketing strategy.