Shopping Blog

Do online search campaigns lead to in-store sales? Controlled studies we call ‘Online to Store’ experiments prove time and again that they do! Check out this video for results from large advertisers that tested the effects of keyword targeted products and categories, generic keywords and online coupons. Highlights include in-store sales lift, return on ad spend (15:1 in some cases) and halo effects on overall sales. Understanding the effect of search ads on offline sales is a large part of accurately defining the full value of search campaigns, beyond direct conversion. Consider these results and your own online to store testing.




Posted by Susan Billingsley, US Large Advertiser Marketing Team

Tablets, netbooks, laptops--oh my! As the holiday quickly approaches, consumer electronics and gadgets are at the top of many consumers wish lists.

To better understand how consumers are researching and shopping for laptops, tablets, netbooks and eReaders, Google and OTX interviewed 4,000 respondents and used analysis of clickstream data from Compete’s 2 million US internet users. The full study was posted on TechCrunch, and some of the highlights are below:

New Devices Have Fueled Overall Interest in the PC Category
In terms of unique visitors to each category, tablets saw 1,328% growth and eReaders saw 114 percent growth from last year.

Shoppers Are Undecided
While eReaders and tablets are getting a lot of attention on the web, almost half the market starts out undecided on device type, with 49% considering more than one type of device.

Shoppers Spend ~1 Month Research and 2/3 of Device Purchases are Influenced by Online
Consumers on average spend one month researching the type of device they should buy, and there is a long window of opportunity to influence them throughout their research process. Additionally, 2/3 of consumers' device purchases are influenced by online.






















Posted by Reshma Nichani, Google Retail Team