Shopping Blog

So make sure you are taking advantage of the heat wave (whether you're selling apparel or sprinklers) through your ad messaging and keyword bids. Search has always been about reaching engaged consumers with the right message, in the right place, at the right time. Advertisers should take advantage of what's on the minds of consumers -- even when that's something as basic as the weather.

As we discussed last month, searches are up 15% headed into the 2010 back-to-school season and this year, the multi-channel opportunity is big. One in two US consumers will shop for Back-to-School in 2010 and 50% of those consumers will look both online & in-store.

Compared to in-store only purchasers, that’s a 13 percentage point lead. As consumers increasingly adopt multi-channel shopping behaviors, be sure to integrate your marketing efforts by leveraging your online campaigns to drive in-store purchases and your traditional advertising to drive online engagement.

Ring, ring! It’s the new cell phone shopper calling!

We’re excited to announce that Google and Compete recently completed their latest research study, Wireless Shopper 2.0, which covers the shifting cell phone marketplace, the rise of the smartphone and the role search plays in the purchase process.

Key consumer findings revealed that today’s wireless shoppers are:

• Open to Switching: At the beginning of the purchase process, 42% did not have a a specific carrier preference, while 78% did not have an OEM preference
• Reeled in by Features: 45% bought a new smartphone because they wanted more features, while 22% bought because they saw a new phone they “had to have”
• Reliant on Search: 62% of consumers who searched for a newly launched mobile device purchased one, and the average consumer conducts 13 searches throughout the purchase process

In an increasingly competitive marketplace, these behavioral insights indicate the importance of having a comprehensive digital marketing strategy to bridge the gap between queries and sales. To do so, digital marketers should focus on:

• Targeting the Entire Funnel: The purchase funnel is not as linear as it once was; query trends indicate that search is paying a central role throughout and that generic (non-branded) keyword are prevalent and convert, even at the end of the purchase process
• Device-Centric Campaigns: Shoppers are searching online for everything to do with their wireless device: features, reviews, price, applications, etc. Optimize device-specific landing pages and integrate device-focused keywords and ad texts into campaigns
• Leverage Search for Product Launches: Search is an effective tool for introducing new products to customer prospects, especially during the announcement and pre-launch face - don’t miss the opportunity to acquire new potential lifetime customers

For more insights into today’s Wireless Shopper 2.0, download the full study here.

Posted by the Google Tech Team

Despite the groans of dads everywhere, the tie remains one of the most sought-after gifts this Father’s Day. But this year, golf clubs have snuck in and outranked neckwear in web searches to become this year’s must-have present.

The gift of good smell isn’t far behind, as many users are looking to buy cologne for dad. Much further down the list are more specific presents like a swiss army knife, or a beer of the month subscription.

With just days to go, and search volume in the shopping category historically peaking on Sunday as last minute shoppers seek out gifts, ensure any promotions, gift finders, or top last-minute gift suggestions are featured prominently on your site and in your ads.

Happy Father’s Day!

Posted by Erin Piper, the Google Retail Team