Does online advertising really drive offline sales?

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You probably know the answer is yes and “online to store” experiments help uncover the effect online advertising has on offline sales.

In these controlled studies, Google partners with clients and vendors to test in-store sales lift, return on ad spend and other ad metrics.

This video below highlights a sample of findings that prove in-store sales for promoted products and categories and the halo effect this can have on general in-store sales.

The experiments were conducted by saturating test markets with online advertising for particular products. They then compared in-store sales with these products to in-store sales in control markets to determine whether online ads lifted in-store sales. The results show positive in-store sales lift and return on ad spend up to 15 times!