Businesses with an offline presence (and yes, they still exist) may still be hesitant to advertise with paid search campaigns because the ability to measure performance and obtain ROI data as it relates to driving brick and mortar transactions has been lacking historically.
That will likely change in the future as new technologies emerge, but a few solutions already exist and deserve a closer look. RevTrax and Marin Software for example announced a partnership last week that will see advertisers and agency clients using the Marin paid search platform to connect their paid search promotions (and analytics) to transactions which occur at physical stores courtesy of the RevTrax' platform which offers printable coupons that feature a unique barcode or promo code that are redeemed in-store.
"Today's partnership with Marin Software opens the door for myriad national advertisers and agencies to unlock the cross-channel revenue-driving power of paid search while taking advantage of a joint set of tools to manage bid optimization, analyze store-by-store performance and tailor campaigns based on performance data," said Jonathan Treiber, co-founder and CEO, RevTrax.
Digital marketing executive with proven experience in all aspects of search engine optimization (SEO), performance-based advertising, consumer-generated/social media, email marketing, lead generation, Web design, usability, and analytics. - 20-year Internet marketing veteran, currently serving as the Digital Marketing Campaign Manager at Antenna Group (formerly Chicago Digital). - Former Editor-In-Chief of Website Magazine, and a regular speaker on Web technology digital marketing strategy - Author of several books on digital marketing Including Web 360: The Fundamentals of Web Success; Affiliate 360: The Fundamentals of Performance Marketing; Domains 360: The Fundamentals of Buying & Selling Domain Names, and SEO 360: The Fundamentals of Search Engine Optimization.