Shopping Blog

An unusually mild winter this year (along with with a recovering economy) resulted in an earlier jump in search queries for garden, patio and outdoor equipment.


For example, by Mid-March 2012, query volume on Google for the outdoor & patio category had already reached May 2011 levels. Many advertisers benefited from this earlier spike in interest though more sales earlier in the year. Those who succeeded most were the ones with competitive search bids and daily budgets that were already set up to capture demand when it occurred, regardless of the time of year. It is not uncommon for advertisers to lower their bids and budgets in their off-seasons, only to raise them when demand is historically higher. The problem is that by doing this, advertisers unintentionally remove themselves from consumers' consideration sets when consumers are in the research phase earlier in the season. This is particularly true for high-involvement consumer durables with longer purchase cycles (such as higher-end patio and outdoor furniture and grills).

The same philosophy holds true for other marketing channels such as display advertising, mobile search and TrueView video. The most successful advertisers are the ones who respond by putting their message against those queries and content, regardless of the time of year.

With so many sources of information and ways to access the web (tablets, mobile phones, Internet TVs, laptops, YouTube, web forums, etc.), the likelihood of an advertiser getting a conversion just by bidding on long-tail terms at the end of the purchase funnel is becoming increasingly remote. It is important to have brand continuity across both demand generation (i.e. display and video) and demand fulfillment (mobile and search) channels. When the time comes to make a purchase, the advertisers who have been top-of-mind across the entire funnel are the ones who will ultimately be the selected brand.

Recommendations:
Tend the roots. Utilize Top-of-Page Bid Estimates to ensure your ads are always appearing in the top three ad spaces on the Google Search results page.

Maintain and grow your crops. Review how much you invested daily during your peak season last year by visiting the dimensions tab in AdWords and customizing the columns to view Lost Impression Share, and then segment your data by day (or week). Set your new daily budgets for this season based on your previous high-season daily investment and how much impression share you lost due to low budgets.

Use timed sprinklers instead of a hose. Implement Automated Rules and have the Google system automatically adjust your bids and budgets on specific (or all) campaigns and keywords to appropriate levels to ensure maximum coverage against consumer demand.

Reap the benefits of what you have sown. Leverage early outdoor & patio equipment demand by pushing complementary products (such as accessories) to customers who have already made purchases this year. Some of the best ways to accomplish this are:

• Set up remarketing campaigns to reach the exact users who have purchased from you already. Show them ads with compelling offers to up-sell them on complementary products (hint: if you have conversion tracking installed, there is no need to re-tag your site to remarket to previous customers. Just use your conversion tag as a remarketing tag too! When setting up this list, just click the drop down to select from "existing tags")

• Utilize the new, improved Keyword Tool to scan your website and ensure keyword coverage across all products you sell (hint: be sure to uses the "columns" drop down to show the recommended landing page and approximate CPC)

• Leverage Dynamic Search Ads, to automatically create ads and choose appropriate landing pages based on the products you sell

Sell your crops beyond the local market. Reach on-the-go consumers with ad text that appeals to consumers on-the-go (i.e. "Call us today for great deals") and include a click-to-call phone number in your ads. For more information on the explosive growth of mobile and how to adapt to the changing landscape, check out our newly released Mobile Playbook.

Host a harvest festival. Celebrate your successes and learn from your mistakes by including a social component. The YouTube Playbook for Advertisers and G+ for Business provide insight into how to get the party started.

Plant seeds in various soils. Integrate promotions across all devices and platforms. Some crops grow better in different soils, just like customers convert differently according to how they access information.

Now that you have all the tricks for tending to your account for Summer-specific categories, it is time to watch your sales and performance grow. Happy harvesting!

Posted by Joe Rosenberg, The Google Retail Team

(cross-posted from the Inside AdWords Blog)

Earlier this year, we introduced the Learn with Google webinar program, and we were delighted to see thousands of you show up to learn about a variety of Google advertising products and solutions. Today, we’re happy to announce the continuation of our series with 10 new webinars over the next few months. During each webinar we’ll share tips and how-to’s to help make the web work for your business.

Check out our upcoming live webinars below:

• May 23 at 10am PDT: Getting Started with Google Analytics
• May 24 at 9am PDT: Building Blocks of Digital Attribution
• May 31 at 10am PDT: Introduction to TrueView for YouTube
• June 5 at 10am PDT: GoMo: Mobilize your Site with Quick and Easy New Tools
• June 6 at 10am PDT: Our Mobile Planet: Understanding U.S. Smartphone Consumers
• June 7 at 10am PDT: Introducing Mobile Apps Inventory in AdWords
• June 12 at 10am PDT: Get Local with ZIP Code Targeting to Increase Sales/Leads
• June 14 at 10am PDT: Search Optimization: Tips, Tricks, and Tools
• June 19 at 10am PDT: Bringing the Power and Control of Search to Display
• July 10 at 10am PDT: Account Management Tools for Large Advertisers and Agencies

Visit our webinar page to register for any of the sessions and to access past webinars on-demand. We’ll be adding new webinars as they’re scheduled, so check back regularly for updates. You can also stay up-to-date on the schedule by downloading our Learn with Google Webinar calendar to automatically see upcoming webinars in your Google Calendar.

Whether your goal is to engage the right customers in the moments that matter, make better decisions, or go bigger, faster, we hope that you’ll use these best practices and how-to’s to maximize the impact of digital and grow your business. We’re looking forward to having you at an upcoming Learn with Google webinar!

Posted by Erin Green, Marketing Coordinator

Globally, more people have mobile phones than electricity or drinking water! With so many consumers in the market for phones, Google commissioned research to better understand how consumers shop for cell phones in the U.S. We have grouped some of our findings into a variation of the 4 phases in McKinsey’s Consumer Decision Journey:

1) Stimulus: What triggers consumers to shop for a phone?

• Upgrades and new devices are most likely to trigger consumers to start shopping. 48% of consumers purchased their phone because they were eligible for an upgrade while 31% purchased because they wanted the latest & greatest device. Consumers were less likely to purchase because they wanted a better deal or wanted to switch to a faster, more reliable network.
• While devices prompt consumers to shop, consumers said they care most about network reliability, cost & data plan structure when shopping for a new phone.

Recommendations:

• Prioritize device/OEM messaging & search to drive sales
• Highlight network and pricing in communication

2) Zero Moment of Truth (ZMOT): Consumers research extensively before purchasing. What sources influence wireless purchases and help consumers decide what brand to purchase?

• 72% of shoppers considered 2+ cell phone models and 57% visit 5+ different brand sites before purchasing (either OEM, retailer or carrier). They also took their time researching, with 60% of online shoppers starting their research 2+ weeks prior to purchase.
• Smartphone shoppers indicated that digital resources are most useful and used most often when researching. Search engines were the #1 resource used throughout the research process.

• When it comes to search, consumers used different keyword types: 49% searched on carrier terms, 43% on retailer terms, 26% on OEM terms and 19% on non-brand terms.
• Wireless shoppers used video to research and video aided in brand discovery:
• 41% of smartphone buyers watched videos during the shopping process .
• After viewing smartphone product videos, 64% of shoppers became interested in specific smartphone models, 44% were introduced to smartphone brands not previously considered and 36% heard about the smartphone product for the first time.
• Consumers are almost as likely to use their mobile devices to look up product information & reviews as they are to research price & seek deals. They also use their phones to look up store contact information.

ZMOT Recommendations:

• Digital is core to the purchase process. Ensure it is core to your media mix.
• Consumers research extensively: Extend attribution window & remarket to shoppers who don’t immediately convert on your site
• Extend SEM coverage across carrier, OEM, retailer, and category/non-brand terms to reach full relevant audience.
• Target wireless shoppers watching videos about devices & service
• Ensure your mobile site is optimized & scale mobile search coverage to reach all consumers looking for you

3) Purchase: Where and how do they purchase?

• According to Traqline 69% of cell phone purchases occurred in-store in 2011 but almost half of all cell phone purchases were influenced by the online channel.
• Mobile researchers are more likely to buy in store: 72% of mobile researchers purchased their phone in store vs. 55% of non-mobile researchers.
• Video drives consumers to store: After watching videos, 69% of smartphone buyers visited a store that sells smartphones and 36% searched a store’s inventory or availability.

Purchase Recommendations:

• Digital ultimately fuels in-store purchases. Measure and incorporate in-store influenced sales into digital ROI.
• Mobile & video drive purchases: Include a call to action and ensure it’s easy for consumers to locate a nearby store.

4): Post-Purchase: What can marketers do better to improve the post-purchase experience?

• Customer service influences future purchase decisions: 42% of wireless shoppers said that customer service was an “extremely important” consideration when shopping for a smartphone
• Customers turn to the web for help:
• 20% of wireless customers prefer to use an online channel to solve their customer service issues (e.g., email, online chat, video tutorials, etc.)
• 37% of wireless customers use search engines to look for customer service help

Post Purchase Recommendations:

• Increase customer satisfaction, reduce churn and call center costs by activating digital to help customers where & when they need it
• Serve targeted ads & landing pages to customers searching on customer service terms
• Use video & chat to get consumers answers faster

 Posted by Eva Barbier, The Google Technology Team

Sources & Methodology:
1) Google/Compete Wireless Shopper Study: Compete conducted an online survey using panelists who researched or shopped for cell phones online within the past 6 months.Surveys were fielded between Nov 10th and Dec 1st 2011 N=788. In addition to a survey, Compete measured consumer behavior within the industry in Q3 2011 using their panel of 2M US Consumers.


2) Google/Compete Video Shopper Study: Surveys were fielded between Sept. 6th to Oct. 13th, N= 1186, Smartphone videos are defined as product videos watched on youtube.com, retailer sites, oem sites


3) Google/Ipsos OTX Customer Service Study: Surveys were fielded December 29th 2011- January 18th 2012. N=1800

With over 20% of Google searches now containing a location element, rising to over 40% of mobile searches, retailers are becoming increasingly focused on using online mapping to their advantage. We’ve just launched a new site www.whenisamap.com/retail aimed at showing the ways in which mapping can be put to work for retailers, and have found it interesting to see the varying ways retailers have chosen to use Google Maps for Business. The site has examples of great implementations ranging from classic store locators, to promoting in-store events, and even indoor mapping.

As well as showcasing the best uses of Google Maps we’ve seen from retailers, the website also includes a Little Book of Google Maps for Business.




The online book gives tips and examples to help your company benefit from online mapping such as:

• Locate key store information on the map, such as opening hours, stock inventory, special offers
• Customize the map in your store’s colors
• Visualize store performance over time and identify clusters of customer addresses

To get more ideas for mapping in your company, visit whenisamap.com/retail or watch this video




Posted by Caroline Mogford, Marketing Manager, Google Geospatial

(cross-posted on the Google Mobile Ads Blog)

We’ve had conversations with hundreds of business leaders about mobile over the past year and two clear themes emerged from these discussions. Today, companies understand that they need to invest in mobile to engage with their customers on this platform. The problem is, most don't know where to start. To help address this issue, we launched a new resource: The Mobile Playbook. In this interactive guide, we pose 5 crucial questions all executives should be asking to win with mobile:

• How does mobile change our value proposition?
• How does mobile impact our digital destinations?
• Is our organization adapting to mobile?
• How should our marketing adapt to mobile?
• How can we connect with our tablet audience?

Visit www.themobileplaybook.com from your tablet, PC or smartphone today. If you can, visit it from your tablet. Because The Mobile Playbook site is built with HTML5, we had the flexibility to customize the experience for different types of screens. We designed it for tablets first, then scaled the content up for the PC and streamlined it for smartphones. This way, we were able to ensure that readers will have an enjoyable browsing experience, no matter what context they’re in. We hope this resource will help you have productive conversations with your teams and agencies and ultimately help you adapt to the mobile consumer who is waiting to engage with you.

Visit www.themobileplaybook.com from your tablet today.

Mobile represents a sociological shift with how users relate with both the digital and physical world. The companies that understand that all businesses are becoming mobile businesses will be primed to succeed today and in the years to come.

Posted by: Jason Spero, Head of Global Mobile Sales and Strategy

Times have evolved from analog to digital for everyone except my mom. Even my grandmother is more technologically-savvy than my mother. Sorry mom. A string of usually charming emoticons and abbreviations simply won’t do the trick when speaking to my mom. HSIK what 2 get mom 4 Mother’s Day? WWMD?! How can I begin to thank her for everything she’s done, in a language we both understand?

Step One - WWGD? (What Would Google Do?)
Let me consult the “database of intentions” for this daunting task. What gift ideas are other kids coming up with? Looks like traditional gifts are still the go-to this year. That’s good. I haven’t lost hope on winning the best daughter of all-time award. I’m going to dive into each traditional Mother’s Day gift category to see how I can secure my win. Here is what I found:

Gifts 
Trending searches: gift(s), gift baskets, gift ideas.


Maybe. Let me see what else is out there.

Electronics
Trending searches: ipod, camera, kindle.

Well this is for the moms with the technological gene. I know there are a lot out there, but this type of gift would not be well received by my mother. Moving on...

Flowers
Trending searches: beautiful flowers, florist, roses.


I love getting mom flowers, but I did this last year. What about a nice Spring outfit?

Apparel
Trending searches: dress(es), clothes, skirt.


That is a possibility, but how about something that sparkles?

Jewelry
Trending searches: jewelry store(s), gold jewelry, silver jewelry.


“Ding”! Or should I say, “Bling”! I’ll throw in an “LOL”, or a “mmk” for my horrible joke. I THINK I have found the way to my mom’s heart.

Step Two - To buy online, or to buy in-store... that is the question 
For me, buying online is easiest because I have to ship my gift anyway. For the rest of the population, this can be a tricky situation depending on the category. Last year, in-store sales peaked on Saturday, 24 hours before Mother’s Day (hello last minute shoppers), and online sales peaked on the Tuesday before Mother’s Day.


For Jewelry, there are similar findings; however, there are more dramatic spend increases as Mother’s Day approaches.


Step Three: Where Should I Buy My Mother’s Day Gift? 
Easy! I’m a brand loyalist, so I have my favorites. I know, I know... Mom taught me not to play favorites, but it sure is convenient and comforting to use my stored payment information and know exactly what I’m getting. But that’s just me; other shoppers might be more price-sensitive and opt for the “deal” factor. To ensure a conversion, a retailer should touch on as many attributes as possible when choosing the appropriate advertising messaging.

Step Four: Give My Mom the Perfect Gift & Collect My “Favorite Daughter” Trophy
Stay tuned for the reaction to my awesome gift.


Happy Mother’s Day from the Google Retail Team!


Posted by Keri Overman, The Google Retail Team

(cross-posted on the Google Mobile Ads Blog)

Just a quick reminder to tune in to the Think with Google Google+ page this Wednesday, April 25th, at 3pm EST/ 12pm PST for a special Hangout on Air mobile strategy discussion. We’ll be introducing our new resource, The Mobile Playbook, and talking about how mobile can help businesses win the moments that matter, make better decisions, and go bigger, faster. Our incredible mobile panelists have all been early movers in the mobile space, and we’ll be hearing their perspective on the 5 key questions we feature in The Mobile Playbook that every business executive should be asking today in order to win with mobile. We hope you’ll be there. Leave your questions for the panel in advance by clicking on the scrapbook photo at the top of the Think with Google Google+ page and leaving a comment on the photo.

• When: Wednesday, April 25, 2012 3pm EST/ 12pm PST 
• How: In order to view the Hangout on Air, visit the Think with Google Google+ page at 3pm EST on April 25th, look for the stream post about the Hangout on Air, and click on it to tune in. Don’t forget to be signed into Google+! If you aren’t started yet with Google+, get started here with just your Google account. 

On April 25, look for the Hangout on Air post like the image above on the Think with Google +page and click to tune-in!

Posted by: Jason Spero, Head of Global Mobile Sales and Strategy