Being present for customers at the right time and place used to be enough to bring in sales. No more.
The latest consumer research reveals that people in Australia and New Zealand have a lot on their minds and they want to be certain of their decisions amid the swirl. So they’re carefully examining everything, and their purchase journeys are becoming more complex. This means the way brands show up in the customer journey can make, or break, a deal.
To appeal to customers in such a time and win business, brands must empower customers to feel confident about choosing them. Achieving this requires understanding the challenges customers face, reaching them with specific types of signals to boost their confidence, and amplifying those signals using AI on trusted platforms to power the “confidence shift” and profits at scale.
To help customers get out of the gap and be confident of their purchase decision, brands need to deliver certain heuristics — or signals – that shape a customer’s level of confidence in a brand or product’s ability to deliver on its promises.
In addition, an important factor underpinning these six signals is the source of the information, and that’s the platform itself. Where you show up matters, so when brands show up on highly trusted platforms, the "trust transference” effect takes place. That is, people infer trust from the source they acquire information from, so the perceived trustworthiness of brands increases on trustworthy platforms. Google Search is the No. 1 most trusted online platform when compared with other online platforms where consumers gather information7, and the top platform where consumers in Australia and New Zealand look to find information.8
Indeed, trust transference explains why, across Australia and New Zealand, we see that more than 90% of shoppers say YouTube gives them confidence in their final decision.9
When brands deliver confidence signals on trusted platforms in the right format, at the right point in a purchase journey, and at the right time for customers, they can create a “confidence shift.”10 And when customers move out of the “confidence gap” and toward making a confident purchase decision, growth and profits follow.
In fact, consumers say they spend on average 25% more on trusted brands than on ones they trust less, and those who are confident with their product choice before purchasing are nearly 32% more likely to purchase that product again.11
Google AI is the game changer for brands, powering the “confidence shift” at speed and scale to drive profits.
To power a “confidence shift” on Google Search, AI-driven ad solutions let brands understand what people are looking for, and provide them with relevant, trusted information. Broad match, for example, allows brands to reach customers on related searches and not just on results that contain the exact keywords. And its new brand control feature lets brands only reach the branded traffic they want.
Smart Bidding complements broad match by bidding on only relevant search queries. It uses Google AI to allocate its bidding budget, and it is now able to bid even more intelligently on queries it’s never come across before.
To find valuable customers wherever they may be and drive incremental conversions, brands can pair Performance Max with AI-powered Search campaigns. With Performance Max, brands can deliver the right confidence signals to the right customers across Google’s full range of channels in real-time.
For example, with an ambitious goal to grow online sales for its travel packages, online travel company Luxury Escapes launched a test with the new customer acquisition goal in Performance Max, choosing to optimise for only new customers. They saw a 45% increase in new customer revenue with a 21% increase in ROAS compared to its Performance Max campaign that didn’t use the new customer acquisition goal.
In addition, brands can optimise for new customers with high predicted lifetime value by using the new customer acquisition goal with high value optimisation in Performance Max, and use its new reengagement goal to reengage lapsed customers.
Looking for more insights about the Confidence Shift? Explore all-new content unpacking customer complexity and driving profitability – including more about the six confidence signals, an opportunity for retailers as loyalty trends shift and effective measurement strategies for driving performance now and into the future.
Learn more about Google’s latest AI-powered ad solution innovations and check if you have the right Google Ads AI Essentials in place.