Research Library
Welcome to our multi-media library of custom research from Google and select partners, case studies, interviews with thought leaders, soundbites from our many industry events, and more. It's designed to arm marketers and agencies with knowledge and proof points to move their businesses forward. Everything's free and on-demand — pick a topic and browse away!
Studies
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Broadway Sparkles on Search with Media Ads
SpotCo, the Search Engine Marketing agency for Sister Act the Musical's website "SisterActBroadway.com", is re-inventing the Broadway marketing space. Since 29% of its ticket purchases occur online, SpotCo knew how important it was for to stand apart from ...
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Maintenance Purchase Path Cross-Shopping Analysis
Google studied tire shoppers' use of different types of queries within the 6 months prior to conversion to better understand how tire purchasers approach the shopping process. Here are the key findings:
- 34% of maintenance shoppers start with a non-branded ...
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New Vehicle Purchase Path Cross-Shopping Analysis
Google studied new vehicle purchasers' use of different types of queries within the 6 months prior to purchase to better understand how vehicle purchasers approach the research process. Here are the key findings:
- Shoppers enter the market with an initial ...
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The Role of Video in the Smartphone Purchase Process
39% of smartphone shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in today's smartphone research process and purchase journey and found that as a direct result of viewing smartphone product ...
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The Role of Video in the Tablet Purchase Process
More than half of all tablet shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in the tablet research process and purchase journey and found:
- As a direct result of viewing tablet ...
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The Role of Video in the TV Purchase Process
42% of TV shoppers use videos while researching and shopping. We partnered with Compete to understand the role of video in today's TV research process and purchase journey and found:
- Of those that watch TV videos in the research ...
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The Role of Video in the Tech Purchase Process
We partnered with Compete to understand the role of video in today's tech research process and purchase journey. We studied across TV, smartphone, and tablet shoppers and found the following behavior surfaced as a direct result of viewing product ...
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2011 Vehicle Service Path to Purchase
The purpose of this 2011 Google/Compete study is to quantify consumers' use of the online channel for automotive services research and shopping. Today's vehicle service shoppers:
- Typically purchase for routine maintenance or repair prefer to buy in-person when ...
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Excitement Runs High for Black Friday Shopping
Marketers are stoked around the official start of the holiday shopping season - door buster deals and early store openings resulted in a 6.6 percent sales increase over last year. Online outlets scored double-digit increases and Cyber Monday sales total ...
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How Search Drives In-Store Sales for Footwear
A great deal of footwear retailers still rely on sales in the brick and mortar stores. What kind of role does search have on the cash register ring in the store?
- Offline footwear purchasers actually spend more time online researching ...
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2011 Path to Purchase for Auto Insurance
Google and Compete partnered to understand how shoppers and applicants arrive at an auto insurance policy. Further, we look to quantify the relationship between types of searching activity and subsequent online conversion rates. Here are some topline findings:
- Search is ...
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Impact of Search on Offline Beverage Purchasing
Are online searchers a valuable behavior for beverage advertisers? We worked with Compete on a new online to offline study to find:
- Searchers spend more than non-searchers on beverage, driven by more frequent rips and more spending per trip
- Search ...
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Videos
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Google+ & the Evolution of the Web
Interview
Google+ & the Evolution of the Web
In an interview, Ryan Stonehouse, Sales Lead, New Advertising Products at Google, discusses how Google+ will bring people to the forefront of social experiences.
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Consumers Are Raising the Bar
Interview
Consumers Are Raising the Bar
In an interview, Ritu Trivedi, Managing Partner at Mindshare, discusses today's demanding consumer and how they interact with brands.
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ZMOT for Brands
Interview
ZMOT for Brands
In an interview, Ritu Trivedi, Managing Partner at Mindshare, discusses what is zero moment of truth for brands.
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The Importance of ZMOT Today
Interview
The Importance of ZMOT Today
In an interview, Ryan Charles, CEO of Consmr, discusses the importance of the zero moment of truth for brands today.
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Integrating Online & Offline Marketing
Interview
Integrating Online & Offline Marketing
In this interview, Marty Collins, Director of Emerging Media at Microsoft, discusses the importance of integrating online & offline marketing.
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Simultaneous Usage Hypotheses
Interview
Simultaneous Usage Hypotheses
In an interview, Marty Collins, Director of Emerging Media at Microsoft, discusses hypotheses on simultaneous usage.
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Using the Right Content in the Right Place
Interview
Using the Right Content in the Right Place
In an interview, Marty Collins, Director of Emerging Media at Microsoft, talks about the importance of building content and syndicating it on the correct channel.
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The Importance of Marketing to B2B
The Importance of Marketing to B2B
In an interview, Russ Laraway, Industry Director Technology, Software and Services at Google, discusses the importance of marketing directly to business marketers.
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How Orabrush got into Walmart
Case Study
How Orabrush got into Walmart
Orabrush is the first product to go from no sales online or offline, to nationwide retail distribution just using YouTube.
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Interconnectivity of Online & Offline Worlds
Interview
Interconnectivity of Online & Offline Worlds
Kirthi Kalyanam, of Santa Clara University, discusses the importance of an interconnected online and offline marketing experience for brands today.
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Winning ZMOT: Changing the Rulebook
Highlights
Winning ZMOT: Changing the Rulebook
Get ready to change your marketing mental model.
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Winning ZMOT: Measure Success
Highlights
Winning ZMOT: Measure Success
Avinash Kaushik from Google shares key considerations for measuring ZMOT success.
Infographics
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The Furniture Shopper's Path to Purchase
The Furniture Shopper's Path to Purchase
Digital is changing the purchase path for furniture shoppers. Today, 74 percent of all shoppers start their research online, driving 50 percent year-over-year growth for some retailers. Mobile search amplifies the opportunity for brand discovery, powered by generic keywords. Check ...
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Adweek Google Digital Holidays Infographic
Adweek Google Digital Holidays Infographic
According to Google's latest study, 85% will shop for a gift by starting on one device and finishing on another. Check out this holiday infographic from Adweek and Google to learn how marketers can get ready for the first multiscreen ...
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2012 Search Ads Pause Experiments
2012 Search Ads Pause Experiments
In 2011, Google released a study called “Search Ads Pause” that showed the amount of search ad traffic that is incremental to traffic from an advertiser’s organic search results. On average, we found that 89% of paid traffic to an ...