RetailMeNot Delivers 4X Return on Ad Spend for Paid Search based on Offline Incremental Sales
Placed announces the launch of Placed Attribution for Search. With this launch, Placed is the first and only attribution solution independent of media to tie search clicks to store visits. With the addition of paid search, Placed Attribution delivers an omnichannel measurement solution that is the standard currency of measurement across digital and out-of-home advertising.
In 2017, paid search is estimated to reach $32.32B in spend, largely driven by search’s ability to drive measurable and cost efficient conversion online. To date, offline conversions have played a limited role in the growth of search due to the inability to tie clicks back to store visits independent of media.
“Search’s explosive growth over the last decade has been directly tied to its ability to drive online sales, yet online represents only 10% of retail sales in the U.S.,” said David Shim, Founder and CEO of Placed. “Placed Attribution for Search will bring a second golden age for marketers who want to tie clicks back to bricks. Having RetailMeNot as launch partner highlights the importance of offline measurement for search, both for advertisers and publishers.”
RetailMeNot, a leading digital savings destination connecting consumers with retailers, restaurants and brands, partnered with Placed to measure the effectiveness of paid search in conjunction with their content to drive consumers in-store. Placed and RetailMeNot measured multiple paid search campaigns across a diverse list of retailers, where the paid search click drove consumers to a RetailMeNot landing page.
“RetailMeNot and Placed first entered into a strategic partnership in 2015 to measure the effectiveness of paid media on our properties in driving consumers to retailers’ store locations. RetailMeNot is committed to solving attribution challenges, and Placed delivered a best in class solution that is independent of the purchased media,” said Marissa Tarleton, chief marketing officer at RetailMeNot. “Paid search is an important part of our integrated marketing strategy to enable millions of consumers to discover savings when deciding what to buy and where to shop. With the launch of Placed Attribution for Search, RetailMeNot is now actively measuring paid search efforts to store visits, where the majority of all retail transactions occur in the U.S.”
- Time to Visit: Placed measured that 37.95% of retail store visits attributable to RetailMeNot’s paid search campaigns occurred in the first 48 hours.
- Clicks to Bricks: RetailMeNot search campaigns outperformed Placed’s retail benchmarks for lift by an average of 4.3x.
- Return on Ad Spend: Paid Search returned a 4.0x return on ad spend (ROAS) that was incremental to the ROI driven online.
How It Works
Placed Attribution for Search directly measures the search click through a redirect implemented by the advertiser. This click redirect allows Placed to map keyword clicks to its audience that generates over 140 billion latitudes and longitudes on a monthly basis. Placed’s location platform represents the largest set of active locations in the industry. Using these raw locations, and patented models to identify visits and assign them to places, Placed can directly connect paid search to store visits.
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