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How to Optimize Your Ads for In-Store Sales – Google Best Practices Video
Text Transcript from Video
Hi, everyone, and welcome to our video series
on driving stores sales with AdWords. My name's
Antony Ho, and I'm a product marketing manager
at Google, focusing on AdWords Best Practices.
In this video, we'll cover how to optimize
your online campaigns to drive more offline
stores sales. Now there's a lot of things
that you can do here, but we're going to
focus on 2 key areas: (1) how to bid differently
and (2) how to optimize your ad creative.
Let's start with bidding. Say we've tracked
1,000 dollars in online sales from our search
ads, which happens to be generating a 200%
return on ad spend. Then say we estimate that
those online clicks are also generating an
additional 1,500 dollars of in-store sales.
If you haven't already done so, be sure to
check out our video on how to measure the
offline value of your online ads. Now our
effective return on ad spend is 500%. At this
point, you can either bank those dollars as
more efficiency for you campaigns, or you
can invest those dollars to try and get even
more conversion volume. In other words, we
can afford to adjust our CPCs higher while
still maintaining our original efficiency
target. By increasing our bids, we can potentially
drive more conversion volume and profit overall.
Next, let's talk about optimizing your ad
creative to drive store sales. Here's an example
ad for a rental car agency. One thing you
can do is highlight exclusive local offers
that draw folks into your store. In the example
here there are special rates that are only
available should someone visit one of their
locations. Another neat trick is to use site
links to promote products and offers that
you know will get folks into your store. Test
and see what works for your business.
In summary, here are 2 things that you can
do to optimize your campaigns: increase bids
by factoring the additional value from any
offline conversions and test ad creative,
designed to drive more people into your physical
business locations.
Thanks for watching, and tune in to the rest
of our video series on how to drive stores
sales with AdWords.
on driving stores sales with AdWords. My name's
Antony Ho, and I'm a product marketing manager
at Google, focusing on AdWords Best Practices.
In this video, we'll cover how to optimize
your online campaigns to drive more offline
stores sales. Now there's a lot of things
that you can do here, but we're going to
focus on 2 key areas: (1) how to bid differently
and (2) how to optimize your ad creative.
Let's start with bidding. Say we've tracked
1,000 dollars in online sales from our search
ads, which happens to be generating a 200%
return on ad spend. Then say we estimate that
those online clicks are also generating an
additional 1,500 dollars of in-store sales.
If you haven't already done so, be sure to
check out our video on how to measure the
offline value of your online ads. Now our
effective return on ad spend is 500%. At this
point, you can either bank those dollars as
more efficiency for you campaigns, or you
can invest those dollars to try and get even
more conversion volume. In other words, we
can afford to adjust our CPCs higher while
still maintaining our original efficiency
target. By increasing our bids, we can potentially
drive more conversion volume and profit overall.
Next, let's talk about optimizing your ad
creative to drive store sales. Here's an example
ad for a rental car agency. One thing you
can do is highlight exclusive local offers
that draw folks into your store. In the example
here there are special rates that are only
available should someone visit one of their
locations. Another neat trick is to use site
links to promote products and offers that
you know will get folks into your store. Test
and see what works for your business.
In summary, here are 2 things that you can
do to optimize your campaigns: increase bids
by factoring the additional value from any
offline conversions and test ad creative,
designed to drive more people into your physical
business locations.
Thanks for watching, and tune in to the rest
of our video series on how to drive stores
sales with AdWords.
About this Video
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Apr 25, 2026 Last updated
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