Digital Ads IRL
If a product can be researched online, ads there may drive offline sales
The value of a paid search ad for online sales is not an easy thing to calculate. The value translated into actual, real life in-store sales is even trickier. Meanwhile, typical metrics for measuring success of display ads are of clicks or conversions to online sales, not sales at bricks-and-mortar outlets.
But that value is exactly what leaders in paid search need in order to win digital ad dollars threatened by the likes of location, social, and coupon categories.
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