When we looked at the ad appeal
Posted: Sat Dec 21, 2024 3:56 am
In addition to ADEBiS, there are other ways to understand the rate of store visits via advertising, such as using Google Analytics measurement tags or advertising tags such as Google Adwords and Yahoo! Sponsored Search, which allow you to obtain this type of attribute information; there is not much difference in the basic mechanisms, but ADEBiS is recommended as it has excellent customer support, so you can receive human support during implementation.
Recently, Facebook and Google have announced that they can now measure store visits as a result. Both of these are great features, but they come with conditions for implementation and may not be available to all advertisers.
Facebook from mobile to brick-and-mortar: New ways to drive and measure traffic and sales
About Google store visit conversions
…Now, going back to the main topic, what we did with ADEBiS this time was to simply pass the reservation number held by a general online reservation system to the ADEBiS tag . With just that, we were able to understand the "store visit rate," which can be a bottleneck in selecting advertising measures and evaluating their effectiveness. In this way, understanding the store visit rate via advertising is not such a high hurdle.
The impact of "budget allocation" cannot be underestimated
Now that we understand the rate of store visits via advertising, we can consider actions to improve that rate.
So, when we went into the analysis further, we found that the visit rate differed depending on the channel used. The figure below shows a comparison of visit rates for search-based advertising (Google Adwords, Yahoo! Sponsored Search).
In this case, the campaigns, ad groups, keywords, etc. were operated phone number databases with almost the same configuration for both Google Adwords and Yahoo! Sponsored Search .
When comparing CPA on a "reservation basis," Google Adwords has a higher acquisition efficiency, but when comparing on a "visit basis," Yahoo! Sponsored Search is nearly 1.5 times more efficient . If you change your budget allocation based on the results of the "reservation basis" without understanding the visit rate, the number of actual visits will decrease, and it is possible that your sales will actually decrease.
Furthermore, , most of the conversions for both Google Adwords and Yahoo! Sponsored Search came from the appeal "free beauty salon monitor." However , it was found that conversions from search terms that included an area, such as "free beauty salon Ikebukuro," were more efficient at attracting visitors on a store visit basis than keywords that did not include an area .
From the above, we were able to assess that users who use Yahoo! as a search engine and search for services including their area are more likely to positively consider visiting the store, which led us to reconsider our budget allocation.
As a result, by understanding the store visit rate and reviewing budget allocation, the store visit rate, which was around 35% before the improvements, increased to around 50% after the improvements .
Optimizing budget allocation is a challenge that applies to all advertisers, but in a "business that is not completed solely through the web" like this case, it is expected that you will calculate cost-effectiveness at a point closer to the point of success (≒ profit) and then consider the optimal allocation.
Recently, Facebook and Google have announced that they can now measure store visits as a result. Both of these are great features, but they come with conditions for implementation and may not be available to all advertisers.
Facebook from mobile to brick-and-mortar: New ways to drive and measure traffic and sales
About Google store visit conversions
…Now, going back to the main topic, what we did with ADEBiS this time was to simply pass the reservation number held by a general online reservation system to the ADEBiS tag . With just that, we were able to understand the "store visit rate," which can be a bottleneck in selecting advertising measures and evaluating their effectiveness. In this way, understanding the store visit rate via advertising is not such a high hurdle.
The impact of "budget allocation" cannot be underestimated
Now that we understand the rate of store visits via advertising, we can consider actions to improve that rate.
So, when we went into the analysis further, we found that the visit rate differed depending on the channel used. The figure below shows a comparison of visit rates for search-based advertising (Google Adwords, Yahoo! Sponsored Search).
In this case, the campaigns, ad groups, keywords, etc. were operated phone number databases with almost the same configuration for both Google Adwords and Yahoo! Sponsored Search .
When comparing CPA on a "reservation basis," Google Adwords has a higher acquisition efficiency, but when comparing on a "visit basis," Yahoo! Sponsored Search is nearly 1.5 times more efficient . If you change your budget allocation based on the results of the "reservation basis" without understanding the visit rate, the number of actual visits will decrease, and it is possible that your sales will actually decrease.
Furthermore, , most of the conversions for both Google Adwords and Yahoo! Sponsored Search came from the appeal "free beauty salon monitor." However , it was found that conversions from search terms that included an area, such as "free beauty salon Ikebukuro," were more efficient at attracting visitors on a store visit basis than keywords that did not include an area .
From the above, we were able to assess that users who use Yahoo! as a search engine and search for services including their area are more likely to positively consider visiting the store, which led us to reconsider our budget allocation.
As a result, by understanding the store visit rate and reviewing budget allocation, the store visit rate, which was around 35% before the improvements, increased to around 50% after the improvements .
Optimizing budget allocation is a challenge that applies to all advertisers, but in a "business that is not completed solely through the web" like this case, it is expected that you will calculate cost-effectiveness at a point closer to the point of success (≒ profit) and then consider the optimal allocation.