“You’re doing a great job,” you tell your AM on your monthly reporting call.

This is nothing new to you.

Every month while reviewing reports, you can see that conversion rates are up, CPCs are down and revenue and ROAS are climbing.

But then it hits you.

“What are we doing to drive in-store sales? You’re meeting with the VP of the company next month and you know they are ready to cut anything that is not driving in-store sales.”

So you ask the AM about this, hoping that they do not respond with anything remotely close to “That’s not how PPC works,” or “Driving in-store sales is out of scope.”

Because chances are, you are driving in-store sales through PPC—you just didn’t know it.

While conversions, revenue, and ROAS tend to be the metrics we most often focus on for ecommerce, every business has additional (secondary) conversions on their site that aren’t weighed as heavily. These may include:

  • Store Locators/Call a Location
  • Coupon Downloads
  • Email Signup
  • Gift Cards
  • Account/Rewards Card Registration
  • Credit Application

In my experience, Store Locator/Call, Coupon, and Email Signup conversions are the most common secondary conversions across ecommerce sites.

Store Locator/Call conversions don’t have to be throw-away metrics. If fact, they should not be a throw-away metric. It just takes a bit of back-and-forth between you and your AM to determine their value. In a perfect world, this works out to be something like:

  • X percent of users who find/call a store make a purchase.
  • These users spend an average of Y in the store.

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You can use a similar formula to calculate the value of Coupon conversions:

  • X percent of users who download a coupon redeemed it in-store.
  • These users spend an average of Y in the store.

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Looking at Email signup, you have to provide your AM with your business’s email open and redemption rate, and the average order value for these users, in addition to the frequency of when your emails are sent out. For example:

  • X emails sent per month
  • Y email open rate
  • Z offer redemption rate
  • These users spend an average of $ in the store

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In order to determine the value that PPC has on in-store sales, you may need to assist your AM in finding the necessary data, so be ready to explain what you’re trying to determine multiple times.

To quote my colleague Ryan, “We as marketers should not ignore other valuable user actions.” While Ryan was speaking to Non-Lead Actions, this statement also applies to off-line actions/sales that were initiated through PPC. If our PPC campaigns lead to in-store sales, then we need to claim as much of the pie as possible. If we drove it, we own it!

To learn more about how to choose a Paid Media Agency that is right for your business’s needs, download our Paid Media Agency Research Guide.

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Also published on Medium.