Google Validates the Importance of Bridging the Online to Offline Divide

Kye Mou
September 16, 2013
Marin Software, Connect, paid search, PPC, SEM, SEO

In a time where consumers are increasingly engaging with brands online, advertisers are faced with the challenge of tying conversions occurring offline, back to the online clicks and events that led to those conversions. Particularly in industries like financial services and automotive, applications and online leads result in offline verifications and approvals at brick-and-mortar locations. This disconnect between customers’ online and offline engagement results in an incomplete picture of ad performance as downstream revenue from offline conversions remains unattributed to the clicks and events that drove those conversions.

The requirement for this level of visibility is becoming more apparent, and the industry as a whole is shifting to solve this challenge. In fact, earlier this month Google introduced the ability for advertisers to measure offline sales with AdWords’ conversion import feature. This new AdWords feature helps advertisers measure and optimize for the complete end-to-end purchase process. It’s exciting to see publishers beginning to understand and support this level of marketing complexity. Providing marketers with online to offline visibility allows brands to realize the true return of their online advertising investments and enables them to better optimize their programs.

In early 2012, Marin addressed this same challenge by introducing Revenue Upload by Order ID (RUBOID). By assigning order IDs—for example an applicant or quote number—this feature enables advertisers to bridge the gap between their data warehouses, or CRM systems, and online customer activities. Marketers are not only able to attribute offline conversions and revenue to back to online clicks and events, but also modify attributed revenue based on refunds, cancellations, and other downstream revenue adjustments.

In the case of AMF Bowling, the world’s largest owner and operator of bowling centers, online coupons are used to drive customers to one of their 285 bowling centers across the country. However, this online to offline engagement created challenges in tracking and measuring coupon effectiveness. They lacked visibility into the bowling centers that benefited most from their coupon redemption program. Six months after integrating their program with Marin’s RUBOID technology, monthly revenue attributed to paid search was over 10 times higher than the revenue attributed in the first month of the program. The ability to optimize with a complete picture of ROI enabled AMF Bowling to lower their cost-per-conversion by almost 70% over a nine month period.

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