Advanced Omnichannel Certificate

Consumers expect technology to seamlessly provide them with the information and services they need, precisely when they need it. Whether it’s trying out a new product in-store, buy it online and pickup for quicker availability or looking for that in-store experience and expert advice - Google’s omnichannel products help connect customers with the businesses ready to serve them.                                        In this module, you'll learn how to:                                                                                        - Identify factors that make up the omnichannel customer journey.                                - Describe how the omnichannel customer experience affects omnichannel advertisers.                                                                                                                                - Lead with Omnichannel strategies — omnichannel, offline, or both.

Local Inventory Ads lets you show products and store information to shoppers who are nearby and searching on Google. Their primary purpose is to drive consumers to your brick-and-mortar stores to complete a purchase (although they still have the option to purchase online as well). 

In today’s rapidly changing environment, people are looking for real-time updates when it comes to store information and product availability. Many shoppers prefer to also go online to buy or reserve an item to later pick it up in the store.          Although Covid-19 and lockdowns accelerated the trend, store pickup has been a growing trend in the last 5 years. Consumers enjoy the convenience and cost-saving from picking up the order on the way home from work or while running errands.

The way people search for local stores and the frequency of their visits has changed dramatically in the last few years. In fact, 80% of shoppers visit the stores less often, but when they do, the purchase rate and shopping cart is higher than before. Your client can increase store visits and grow offline sales by informing shoppers of new products, services, and in-store promotions with Local Campaigns.                                                                                                                        Local Campaigns is a campaign type for offline-only performance goals that allows your customer to reach shoppers across Google to highlight nearby stores, in-store product inventory, or special promotions.

Having learned about the different omnichannel formats and campaign solutions, it is time to look at how to successfully measure foot traffic and sales driven by these solutions. When it comes down to it, clients want numbers to back up data. It's important to understand how Google measures omnichannel impact and store visits, and puts that information to work for your clients. this module, you’ll learn how to effectively measure and analyze your omnichannel campaigns.

Including Store visits or store sales in Smart Bidding allows Advertisers to maximize ROI across all touchpoints of the customer journey and uses machine learning to factor in all key signals such as device, location, time of day, etc., to predict performance for every single auction, saving you time while driving better results. This can be achieved by valuing all relevant conversion actions (online and offline) and incorporating them into your Smart Bidding strategies.