Shoppers don’t always have a specific product in mind when they search the category they’re interested in. Shoppers turn to Google to find out which product is best in its category, compare prices, look for sales, and check out the latest reviews. When this search happens, having responsive search ads can put your product in the spotlight with a flexible and personalized ad that’s relevant to what the shopper is looking for.
91% of Google feed users say they took some kind of shopping or product-related action immediately after discovering new products, services, or brands on their feed.
To reach new customers, choose the right audience solution for your ad campaigns. An affinity audience is a group of potential customers who share a similar buyer persona. This helps you show ads to people who have been searching for products and services like yours. And using affinity audiences allows your brand to better align ad campaigns to buyers who are interested in what you have to sell. Affinity audiences create awareness from potential new customers by helping you reach people based on their interests, passions, and habits to build consideration from people with demonstrated intent, using in-market audiences.
Using a combination of Customer Match and Similar audiences drives action from existing and new customers. Customer match lets you upload your first-party data, like loyalty information, to engage with your existing customers across the web. Similar audiences help you find new customers with similar interests to people in these existing audience lists.
“In 2020, disruptions to the retail industry caused a seismic shift in consumer shopping behavior, which we predict will continue, signifying a major shift to digital. Rapidly changing societal norms are making the path to purchase increasingly complex, as customers combine online and in-store shopping experiences in new ways.”
How to convert customers looking to purchase
Searches for “available near me” have grown globally. Customers expect to be able to shop wherever meets their needs Customers expect to be able to shop wherever meets their needs or see if a local store has stock available for curbside pickup today.
Your website is your digital storefront, so it’s important to deliver a fast, seamless, and personal experience to your customers. Every second counts — in fact, a 0.1 second decrease in page load time can boost your conversion rate therefore creating a frictionless online shopping experience mattress the most to convert customers.
More and more people than ever are turning towards mobile to fulfill their shopping needs. In fact, 53% of shoppers expect to be able to make a purchase on their smartphone from any brand or company with a site or app. You can reach these shoppers with App Campaigns that can encourage them to make a mobile purchase, or take another action like installing your app. To maximize sales, you can optimize your ads to drive in-app value and measure return on ad spend. If a customer already has your app, you can re-engage them and direct them to the right page through deep-linking your ads.
Increase store visits by promoting in-store items
Shoppers use Google to check product and business information online before going into the store, so it’s important to keep your Business profile updated. Let customers know if you offer delivery, curbside pickup, or in-store shopping. Local campaigns are another way to bring people to your stores by promoting your locations to shoppers searching on Google Maps, Search, YouTube, and the Google Display Network. Showcase your in-store products to nearby shoppers on Google by highlighting special promotions and important business changes on a store-by-store basis and by promoting products available for in-store or curbside pickup.
At GetGoingHub we help retailers and brands connect with customers throughout new journeys to drive more sales from Google search by integrating the most useful tools, product recommendations, and consumer insights that help you achieve your business and marketing objectives. Whether you’re looking to optimize your existing marketing mix or making a game plan for the holiday season GetGoingHub has got it covered.
Wherever the journey your customer takes, GetGoingHub helps retailers and brands meet them there with Google.