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Sep022010

Google’s PC City ROPO Online to Store Study With DSGi Group

Google shared the latest ROPO study conducted by MarketShare Partners with DSGi group – PC City in Spain. This study highlights the impact of search advertising in delivering an offline sales effect.

Here’re some key highlights: 16% of PC City’s business is driven by web; Each euro invested in paid search delivers €27.48 in revenue offline and €4.68 online; By shifting media mix, PC City could increase total revenue by 6% with the same media expenditure; By changing average page position of paid search, online sales would increase by 2% and offline sales by 9%.

Reference: ROPO Study

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