Tracking Online Ads to In-Person Purchases
The James Museum of Wildlife & Western Art collaborated with McKay Advertising + Activation to solve the challenge of how to track offline transactions and consumer behavior driven from online advertisement. Consumers were interacting with online advertisements but not actually purchasing the tickets online; instead they were buying tickets at the door.
Step 1: Get to the numbers
Based on historical data from the museum we pulled tangible metrics of what the actual revenue generated per ticket sale would be.
- Avg ticket price per guest: $14
- Average party size: 2.26 guests
- Concession spend: $6/guest
Step 2: Pick the most applicable partners
Our solution for the challenge was to utilize: Yelp, Google & Waze advertising.
Utilizing Yelp advertising we accessed a localized audience with short-term needs who are within 10 miles of the museum. Since the Yelp app required users to have their mobile location services turned on these users are high intent audiences that are interested in doing things nearby and in Tampa/St. Petersburg.
A search for “museums” will yield a Sponsored Result (see left) at the top of the page, which will direct users to read top reviews and then request directions to the museum itself.
Connecting The James Museum’s Google My Business Account to our Google Ads account is the first step in obtaining valid first-party data. We were able to meet the requirements of 1000 data points required to begin tracking in-store visits for our campaigns.
Google Search + Display
As a prospecting strategy, our goal was to drive new prospects to The James Museum website by targeting individuals who are searching for “things to do in St Pete”, “Museum’s near me” etc. They are cookied on their browser and we now being to build a pool of prospects that we can send additional messages to.
Google Display Ad
Remarketing List Search Ads
Like Google Search Ads, these RLSA appear at the top of a Google Search. We begin to target the individuals who have previously interacted with our ads with more direct/salesy messaging. The goal is to have these prospects physically walk into the building and purchase a ticket.
An additional tactic was implemented to capture prospects who have recently landed in Tampa International Airport. By placing a geofence around the airport itself, we served ads to people who hopped off a plane and began to search for things to do in Tampa on Google.
A branded pin ad will appear on the map when Waze users are near The James Museum. This prompts users to click the ‘Drive There’ button to redirect them to the location. Since these prospects are highly likely to visit the location and purchase a ticket prior to this action, a conversion is recorded. (see below)
Once someone interacts with the ad and then physically walks into the James Museum within 7 days, we track that interaction, mark as a conversion and attribute revenue
Return on Ad Spend + Purchases at Door
1. 920% ROAS – Yelp
2. 259% ROAS – Google
3. 817% ROAS – Waze
878 TOTAL STORE VISITS