How to Get Credit for the Offline Sale, Online

Rob W  

January 16, 2009

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One of the most frustrating situations for any online marketer is not getting credit for sales that take place in the companies’ brick-and-mortar stores when the initial lead was generated online. This often occurs when running a Pay-Per-Click (PPC) campaign which attracts customers to the companies’ website (where they can purchase the product online) but who still choose to purchase the product at the companies brick-and-mortar store.

Here’s a trick on how to setup one of your Pay-Per-Click campaigns so you can get credit for the sale and receive the accolades of your coworkers you know you deserve!

Set up one of your Pay-Per-Click campaigns so the ads only display in a major city where your company has most of their brick-and-mortar stores.

Example: If your company focuses on selling competitive priced jewelry, setup a PPC campaign to only display ads in New York (assuming that’s where a majority of your stores are located) and bid on keywords like “discount jewelry, jewelry distributor, diamond wholesaler”.

Next, write all your ads to lead with the city abbreviation “NY” (an obvious abbreviation for anyone living in New York) and then include some of the keyword phrases that you are bidding on (eg. NY Diamond Wholesaler). Use the second line of the ad to explain what your company sells (eg. necklaces, bracelets, rings etc) and use the last line of the ad to “hook” your customer (eg. advertise free shipping and a coupon for 10-20% off any purchase).

Keeping best practices in mind, create a specific landing page for this campaign. Include (and better yet, bold) the keywords you are bidding on, pictures of your products, etc. Most importantly include a 10-20% coupon that can be used online upon checkout or printed out for in-store purchases.

If you’re a PPC rockstar, you’ll probably already realize that setting up a geographic targeted PPC campaign with targeted ads that include the city name and take customers to a custom landing pages will result in:

1. Higher clickthrough rates (don’t be surprised if you get close to 10%)!
2. Higher online conversions (who doesn’t like a good 10-20% discount on a product they are already interested in?)
3. Higher total sales (since you’ll get credit for offline sales generated online).

Have you figured out how number 3 happens?

The coupon code! By setting up your campaign this way, you’ll have customers print off and use the coupon in-store (in order to get the 10-20% discount)! Since, this coupon is only on your PPC landing page you’ll get credit for the sale!