Project Description

Measurement of store visits after online interaction

What influence do online advertisements have on sales in the market? How can Medimax track the number of store visits that preceded an interaction with a Google ad?

In order to find this out, Medimax had to measure its campaigns correctly in order to use the data obtained from them to better control the campaigns – this applies to both online and offline effects. Google Store Visits provided significant support.

Which ads bring customers to market?

Which advertisements bring customers to a Medimax store? This is a central question that Medimax had to clarify when evaluating advertising formats. The aim was to invest the available budget in the most successful advertising measures.

To do this, it first had to be determined how ad clicks and visible impressions affect visits to the markets. The success measurement provided the crucial data about which ad formats, keywords and devices worked particularly well.

Clear influence of the advertisements placed on the actual visits to the market

For the first time, online campaigns can be optimized not only according to e-commerce aspects, but also according to the performance in the store through store visits.

Around 15 percent of people who clicked a Medimax search ad visit a brick and mortar store within a month. For customers who were addressed on the move, the rate is even 18 percent.

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Dennis Franz

Head of Marketing Solutions

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