You are reading part 2 of the 2022 Retail Marketing Guide. Jump to Chapter 3: Grow your online and in-app sales; Chapter 4: Drive foot traffic and in-store sales; or Chapter 5: Use insights to inform your strategy and boost performance.
Across surveyed countries, 41% of shoppers go to Google when discovering a new brand1
As a brand, it’s important to not only appear across places where potential customers may be browsing, but also to create real value that is meaningful and distinct. Immersive and rich creative across video, Search, and feeds on Google can help build awareness and differentiate your brand with shoppers who are in the market for products like yours.
Connect and inspire customers through video
YouTube has evolved from a singular entertainment destination to a place where people come to learn, stream, and inspire their next purchase. In fact, every day people watch over a billion hours of video and generate billions of views on YouTube.2
Video reach campaigns
Video reach campaigns make it easier for you to build brand awareness by helping you reach as many people as possible in your desired audience, at the lowest possible cost.
Be the answer when they search and browse
Shoppers don’t always have a specific product in mind when they search the category they’re interested in, and often search for reviews or articles to help inform their decision. For example, 61% of consumers in surveyed countries say they visit multiple websites before settling on what to buy and who to buy it from.3
Broad match keywords and Smart Bidding
Broad match can help save you time, simplify your account, and increase your website traffic by finding all relevant searches that are expected to perform for you. Combine this with Smart Bidding to ensure you set the right bid for each search within your performance goals.
Responsive search ads
Responsive search ads combine your creativity with the power of machine learning to help you show relevant ads. If a customer is searching Google without a specific brand or product in mind, you can put your products in the spotlight by appearing in these searches.
Compelling visuals can help you differentiate your brand with shoppers across Google and capture their attention. To optimise your ads’ performance, use image extensions to complement your existing text ads with relevant visuals that engage your audience and drive action.
Discovery campaigns can help you deliver highly visual and inspiring personalised ad experiences to people who are ready to discover and engage with your brand. With this solution, you can reach up to 3 billion users on feeds across Google and YouTube with a single campaign.
Find customers looking for products and services like yours
The better you know your audience, the easier it is to connect with them, so it’s important to choose the right audience solution for your ad campaign to maximise return on investment.
To build consideration among people who are actively looking to make a purchase, use in-market audience targeting. To drive action from new customers who share similar characteristics with existing customers, use similar audiences. To reengage existing customers across the web, use Customer Match.
Reengage existing customers
Kia used Customer Match to reach people who engaged with them on their Carnival website, along with others like them. As a result they saw a 4X better conversion rate, a 268% increase in click-through rate, and 55% new-user engagement compared with their benchmarks.