Search Engine Marketing: Finding Santa's Helpers

Retailers have had success driving efficient offline conversions from desktop and mobile searches via Google Offers. For example, a three-day, one-city coupon for a multichannel retailer drove 3,000-plus in-store transactions via desktop and 1,000-plus in-store transactions via mobile at a very efficient paid search cost-per-sale ratio. Interestingly, in some cases I've seen more coupon redemptions than actual clicks on the coupon. This suggests that people are discovering the coupon via paid search then sharing it with friends through social networks and other channels.