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Google is launching a new “Store Visits” metric in AdWords, designed to use your customers’ location to determine whether they’ve visited your stores, restaurants, and hotels after clicking on an ad.

“…most mobile research leads to a purchase, just not on the smartphone.”

“In a March 2014 survey conducted by Nielsen for xAd and Telmetrics, between 70% and 80% of US smartphone or tablet users said they had completed or would soon complete a purchase related to their smartphone search. The study also found that more than 40% of consumers considered a smartphone or tablet their most important media resource for a purchase decision.”

CTR by itself is a poor indicator of ad performance and may be “completely unrelated, or even negatively correlated, to the other measures capturing metrics such as calls, directions and store visits” As mobile display campaigns are optimized for CTR, it negatively impacts secondary actions such as calls and directions Lower CTRs were often associated with the highest offline in-store visitation rates

if marketers and brands are relying exclusively on CTR they’re not getting an accurate picture of which ads actually deliver true engagement and are “working.” In addition the risk of inadvertent clicks (the “fat finger” problem) is relatively high, casting further doubt on CTR.

Using YP’s capabilities, Dunkin’ Donuts was able to, through the use of geofencing, deliver ads to mobile users who were nearby a competitive coffee shop or c-store or a Dunkin’ Donuts.

The campaign also identified mobile users who had visited a competitive coffee shop or c-store in the past 30 days.

Once users clicked on the banner ad, they had the opportunity to take that coupon and walk into a Dunkin’ Donuts and redeem the coupon. Or, they could save the coupon to their phone to redeem at a later date.