You are reading part 2 of the 5-part retail guide. Jump to Stand out online to maximise your profits, Expand omnichannel sales, Engage shoppers throughout holiday peaks, or Reach cautious customers who have a new set of values.
34% of consumers in the UK said they like to keep an eye out for new brands even if they are not planning to buy right then.1
Customers are constantly looking for businesses that offer the right value and shopping experience. Since they’re spending more time in the consideration phase of their shopping journeys, it’s more critical than ever for brands to show up during those moments of discovery.
Be exactly what they’re searching for
Google has elevated Search with a more visual and engaging shopping experience, bringing products and brands to the forefront. This gives you an even greater opportunity to inspire potential customers and share valuable information with them quickly.
Here are key tools that can help your brand appear in valuable moments of discovery and capture new performance opportunities as they emerge in real time.
Broad match and Smart Bidding
Broad match helps you reach new customers by showing your ads to shoppers when they search for something related to your product or services. Combine it with Smart Bidding to ensure you set the right bid for each search within your performance goals.
CarParts.com, an auto-parts retailer, drove a 23% revenue increase, a 16% conversion rate boost, and an 18% increase in return on ad spend with broad match.
Responsive search ads
Responsive search ads allow you to show the right ads to the right shoppers, based on what they’re searching for. Save time by providing multiple headline and description options, and Google Ads will show the most relevant combinations to shoppers. You can also complement your text ads with compelling visuals of your products and services using image assets.
Turn viewers into customers on YouTube
Did you know that YouTube provides shoppable videos for over 2 billion viewers? These videos play an important role in people’s shopping journeys, giving them the information they need to move from inspiration to consideration to purchase.
Video action campaigns with product feeds
You can drive consideration and influence shopping purchases by complementing your Video action campaigns with product feeds, which turn your YouTube video ads into a virtual storefront. On average, Video action campaigns with product feeds saw an over 80% increase in conversions on video in-feed.2