Recently, a lot of my digital marketing peers have been asking me about the “Google Beacon” program for Google Ads. Here’s an update on what’s going on with this: It looks like Google is phasing out the “Beacon” program.
They tested it with a few very large retailers, and apparently the test was not successful enough for them to roll the program out of Beta. It simply requires much too much traffic data to be effective for smaller retailers.
However, they are now investing more time and effort into the new “Store Visits” conversion. They were piloting this tech (which is based on a user’s device instead of low-frequency bluetooth, like Beacon) with large retailers, and it sounds like they’re planning on rolling out to smaller retailers in the next few months.
P.S. For those of you who don’t know what I’m talking about, these tools relate to the “holy grail” of digital advertising for retailers: the ability to track people who interacted with a companies’ online ads and web properties through to a visit to their physical store location.
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