Offline advertising, such as TV, newspapers, and magazines, which does not go through the Internet, has the advantage of making it easier to target specific areas. On the other hand, advertising effectiveness is difficult to measure and often reaches a plateau. Yume Shokunin, a company introduced by Google as a successful example of Google Ads, also decided to introduce online advertising (Google Ads) as a new solution to their offline advertising, which had reached a plateau.
In this article, we will introduce successful cases that led to increased awareness and customer acquisition by linking Google ads and offline ads.
Reference:
Google “Increase awareness and increase sales by linking offline ads and Google ads”
Characteristics of online and offline advertising
Advertisements placed for the purpose of promoting awareness of products and services can be broadly divided into two types: “online advertisements” and “offline advertisements.”
Online advertisements can be delivered to targeted targets, allowing you to effectively appeal to potential customers who are more likely to convert. On the other hand, depending on the target group, there may be little use of the Internet, which may limit the effectiveness of online advertising.
By distributing flyers and direct mail in a narrowly focused area, you can appeal to specific consumer groups efficiently and on a low budget, while television programs and magazines that can appeal to an unspecified number of people will lead to improved corporate image and recognition. On the other hand, it has the disadvantage that it is difficult to measure advertising effectiveness and requires some long-term operation, making it difficult to understand the cost-effectiveness.
Companies that introduced Google Ads as a new measure after offline
The manufacturing company “Yume Shokunin” was founded in 2007, and its main product is “MISOKA”, a high-quality toothbrush that can be brushed with just water. Initially, we focused on offline advertising, and achieved some success by disseminating information through newspapers and radio. However, it seems that offline-only advertising has reached a plateau after about two years.
Recognizing the limitations of being offline, the company decided to introduce Google Ads as a new measure. Google Ads are online advertisements that appear on Google Search, Google Maps, and websites that collaborate with Google. Ads are displayed to users who search for products or services, and fees are charged only if results are achieved.
Aiming to further increase awareness and acquire customers by utilizing Google Ads, the company implemented the following two measures.
1. Efficient linkage of online and offline advertising
2. Utilize remarketing functions
First, raise awareness through offline advertising that can be sent to an unspecified number of people. From there, prospective customers search for information, view online advertisements, and direct them to your website. When deciding where to place offline advertisements, we took into account online reactions and set a wide range of keywords that would be likely to be searched based on the timing of advertisements.At the same time, we took measures to increase advertising effectiveness.
Furthermore, we used a remarketing function that continuously displays advertisements to users who have previously visited our website, creating a flow of redirecting them to our website.
Increase awareness and acquire customers by using Google ads and offline ads
By linking online and offline and utilizing remarketing functions, the number of visitors to our website increased by 1,500% in two months. It has proven to be highly effective, with online shop sales doubling and average customer spending increasing by 150% over the same period.
Furthermore, the effects of Google Ads are not limited to online shops, but also directly operated stores. The number of customers who saw the company’s online advertisements made purchases in-store, which led to an increase in sales at directly managed stores.
The company achieved great results by using Google ads and offline ads. In the future, we plan to further increase our advertising budget for online advertising.
summary
◆ Advertisements posted for the purpose of promoting awareness of products and services can be broadly divided into two types: “online advertisements” and “offline advertisements.”
◆Yume Shokunin, a manufacturing company whose main product is high-end toothbrushes, has decided to introduce Google Ads as a new measure after offline marketing, which has hit a plateau.
◆The following are the measures taken by the company to further increase awareness and acquire customers using Google Ads.
1. Efficient linkage of online and offline advertising
2. Utilize remarketing functions
◆As a result of advertising measures, the number of visitors to our company’s website increased by 1,500% in two months. In addition, the online shop’s sales doubled and the average spend per customer increased by 150% over the same period, proving a significant effect.