Retail has seen a seismic shift in consumer shopping behavior over the past year, catapulting both ecommerce and digital-first omnichannel retail experiences to the forefront. It’s no surprise that 2021 is expected to see the highest retail spending in nearly four decades, estimated at $4.5 trillion.’
With the above words, Bill Ready, Google’s director of commerce , begins his thirty-page e-book Capture the comeback this holiday with Google , in which he explains to retailers and brands how you can use Google Ads for the upcoming holidays to generate more revenue.
I’ll distill his key lessons from all four chapters into a compact overview. Let’s get started!
Trillion, Not Billion: The Huge Opportunities of E-Commerce This Holiday Season
It’s time for action: I’ll show you how to use Google Ads to sell more this holiday season.
But first of all, we need to look at the number that Bill Ready mentions. In the original English text, Ready uses the word trillion , which in Dutch is the same as a billion, not a Dutch trillion. He expects that 4.5 trillion will be spent in retail in 2021.
Let me write out $4.5 trillion for you:
$4,500,000,000,000
Not 4.5 million. Not 4.5 billion. But 4.5 trillion. And that’s just the projections for the United States.
If we had to estimate what the expected global spending would be, both my brain and my computer would crash.
What it comes down to is:
There is a lot of money to be made for your business this year.
Much of this will happen through e-commerce .
There will be a huge spike in sales during the holidays.
Roll up your sleeves!
Related article: It’s the most wonderful time of the year – also on social media
Chapter 1: Reach Customers While They’re Browsing
As customers browse, they’ll pick up your brand name and information about your products or services. Whether it’s while browsing Google’s Discover section or watching product reviews on YouTube , your customer will learn about your business. That is, if you’ve made an effort to be present on Google products like Google Search, Google Ads , and YouTube.
You can reach your target audience through Google’s Discover section and reviews on YouTube
The numbers from Ready’s report prove that now is the Our how to phone number records are created by human that is why our database has 100% accuracy. Finally, we also want the to be at top-notch europe cell phone number list growth in your business end of this you will get a fullset database. We even do it weekly while updating our database. Buy Databases Fresh 2024 added : My All databases are GDRP so you can buy here in low prices. ultimate time to be present on Google:
‘81% of consumers in surveyed countries around the world say they have discovered new brands online during COVID-19.’
Tips for reaching new customers
To reach new customers, the document gives two strong tips:
Connect with customers through video marketing. YouTube has evolved from a one-dimensional entertainment platform to a place where people come to learn, stream, and get inspired for their next purchase. When watching videos, customers can go from passive browsing to active shopping if they get the right trigger: they need to be presented with a product that interests them and encouraged to learn more about it. YouTube is a great tool to build awareness and encourage people to take the actions that matter to your business. You can even transform your video ad into a digital storefront by adding a product feed that encourages clicks and increases conversions .
Analyze statistics and optimize your campaigns. Before you start your online marketing , Reach Planner can help you achieve your marketing goals by showing you in advance which audiences and video ads are most effective for your business. After launch, Brand Lift can show you how your campaign influenced people’s opinions about your product. This is done using statistics on brand recall, brand awareness and purchase consideration.
Also read: E-commerce techniques that sell: 19 valuable tips
Photo source: Pavel Danilyuk on Pexels
Chapter 2: Stay Connected with Customers While They’re Doing Research
Customers research products on Google before making a purchase. They look for the best product in its category and compare prices, search for deals and read the latest customer reviews.
Customers use Google to research products
Ready emphasizes in his report that more and more people are using Google to research products:
‘More than half of consumers in countries surveyed say they use Google Search to research in-store purchases before making a purchase.’
Tips for staying in touch with customers
His three pieces of good advice are worth following:
Be the answer when they search. Customers don’t always buy home owner database have a specific product in mind when they search in a certain category. For example, searches for “most affordable” have increased 60% year over year globally. When people are searching like this, it’s a good idea to have responsive search ads running that can be shown at that moment.
Get your product in front of window shoppers. 91% of Google feed users say they’ve taken a product-related shopping action immediately after discovering new products, services or brands in their feed. Stay in front of these people as they explore content on Discover , watch videos on YouTube or browse holiday deals in Gmail.
Discovery campaigns can help you reach over 3 billion people with a single campaign across Google and YouTube feeds.
Find customers searching for products like yours. b2c lead Choose the right audience targeting for your ad campaigns. To create brand awareness among potential new customers, use affinity audiences . This helps you reach people based on their interests, passions, and habits. Then, to ensure that people with purchase intent will consider your product, use in-market segments . This way, ads are shown to those who have searched for products or services like yours.
Then, to encourage both existing and new customers to take action
Use a combination of Customer Match and Lookalike Audiences . Customer Match allows you to upload first-party data, such as loyalty information, which keeps your brand visible across the web. Finally, Lookalike Audiences helps you find new customers with interests similar to those in your existing audience lists.
Let’s dive into the next chapter in Ready’s guide to selling more this holiday season with Google Ads!
