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Paid Search Drives $6 In Local Sales For Every $1 In Online Sales

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This 2 year long study of retail shoppers who search online is good news for multi-channel retailers with online sites and stores. Usually it is hard if not impossible to track offline results of searches, but this study has covered that, and the results show that for each $1 spent online, $6 is spent offline in local stores.

From [URL="http://searchengineland.com/paid-search-drives-6-in-local-sales-for-every-1-spent-online-study-104183"]SearchEngineLand[/URL]:

[COLOR=#444444]Based on two years of research conducted by retail marketing firm [URL="http://revtrax.com/"]RevTrax[/URL], the study discovered that “for every $1 of e-commerce revenue generated from paid search, marketers can expect to see approximately another $6 of in-store revenue.”[/COLOR]
[COLOR=#444444]In other words, paid search has 6:1 impact on offline sales over e-commerce. Because of the challenges of tracking consumer behavior online to offline, most of this has been invisible to marketers. Only now with the rise of smartphones and other methodologies is online-to-offline tracking becoming more widely available.[/COLOR]
[COLOR=#444444]Between August 2009 and August 2011 RevTrax monitored millions of paid-search ads and consequent sales for its retail clients. To track in-store sales accurately RevTrax used landing pages with coupons and unique IDs:[/COLOR]
[LIST][*]A paid search ad 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 & mortar store[*]Each coupon was tracked back to the online search (and the keyword)[/LIST]

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