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Google helps advertisers track spending in physical stores

SAN FRANCISCO - Google already monitors online shopping - and now it's keeping an eye on physical stores to try to sell more digital advertising.

Google is powering up its attribution product, connecting local YouTube ads to foot traffic, and it also revealed a tool created to connect digital media to in-store purchasing.

According to early research by Google, consumer who click on a search ad before visiting a store are 25% more likely to buy something when they are there and spend 10% more on average.

Next time you see an ad on Google, the company might be able to tell if you went out and bought it in a brick-and-mortar store.

Google's partnerships have captured information about approximately 70% of all credit card transactions in the U.S. By scanning this data, Google says it can automatically inform merchants when their digital ads translate into sales at a brick-and-mortar store. "With Google Attribution, we'll help you understand how all of your marketing efforts work together and deliver the insights you need to make them work better".

The digital dossiers that Google has compiled on the more than one billion people who use its search engine and other services, including Gmail, YouTube and Android, worry privacy watchdogs. The Mountain View, California, company already runs the world's biggest online ad network, with $79 billion in revenue previous year.

That puts it in the best position to capture any additional marketing dollars spent on computers and mobile devices.

Google announced both moves along with a host of other incremental advertising updates at its annual Marketing Next conference in San Francisco this week.

The boycott began two months ago over concerns that Google hadn't prevented major brand advertising from appearing alongside extremist video clips promoting hate and violence.

Store visits soon will be available for YouTube video campaigns in addition to current availability in search, Google Shopping and display ad campaigns. Other tools give merchants a better understanding on how digital ads appearing across a variety of devices are affecting their sales.

Google AdWords announced a number of machine learning innovations it will be rolling out, one of the most notable of which is in-market audiences for search ads.

Just last week, Google unveiled new ways that machine learning can help people identify flowers or pull up restaurant reviews just by pointing a camera.

A new AdWords beta that allows marketers to use fast-loading AMP pages as the landing pages for search ads, and the other change involves speeding up the ads served across the Google Display Network by using the same technology that makes AMP pages fast. These ads are already in Google Search.

"It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them."

He added, "Advertisers who want more detail can link their loyalty data to Google ad clicks", Dischler added, asserting that all these tools follow privacy norms with "anonymised and aggregated" results.

Moreover, in the next few months, Google will roll out store sales measurement by device and ad campaign, enabling retailers to track in-store revenue from the ads.

Google's tool won't work for cash payments or the 30 percent of USA card transactions that Google can't now access.

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