Despite the e-commerce revolution, physical stores are still essential for retail. In fact, bricks-and-mortar sales account for 91% of all retail sales in the US.

It’s no secret that consumers prefer to see, touch and try products before they buy them online. In fact, according to the UPS Pulse of Online Shoppers study in 2017, nearly half of all shoppers would rather take a product home and return it in person than wait for it to arrive.

That’s why it’s essential for retailers to ensure that their digital marketing efforts are focused on driving in-store traffic. The best way to do that is through mobile advertising.

In-store shopping is a great opportunity for retailers to connect with their audience and show off exclusive inventory in a way that’s impossible on an ecommerce website. One way to do this is through product listing ads, or PLAs, which include ad extensions for mobile devices.

Location-based targeting can help drive foot traffic to your store, too. This type of geo-targeting allows you to identify your ideal customer’s location using their IP, WiFi or GPS data.

Adding location extensions to your mobile adverts can also give potential customers directions to your store using Google Maps, making it easier for them to find you and make a purchase. You can also use location events to track ad clicks and product searches that lead to in-store visits. The right mix of these elements can give your ads the biggest impact and maximize ROI for your business.