With Black Friday fast approaching (November 25), the holiday season is pretty much upon us. And Google wants to get us all into the spirit of things by offering up some insights on what it’s calling ‘supershoppers’ during the festive period.
Here we’ll be summarising the key stats and suggestions from Google – or you can find the original on the AdWords blog.
Brand loyalty goes bye-bye
The first takeaway Google has for us is this: today’s shoppers keep their options open. Brand loyalty isn’t dead, but it’s easier than ever for new brands to swoop in and grab consumers’ attention. Here are the key stats from Google:
- Last year, more than 50% of holiday shoppers said they were open to purchasing from new retailers.
- More than three-quarters of smartphone shoppers who usually go to the same physical stores when they shop for products are very open to new retailers and brands online.
- After searching on Google, 76% of mobile shoppers have changed their mind about which retailer or brand to purchase.
*Stats quoted directly from AdWords blog
So the key message is brand loyalty goes bye-bye at this time of year. If you provide the right offer to people when they need it (or can’t resist it) they’ll come to you, regardless of who they normally buy with.
We rely on mobile for shopping ideas
This one shouldn’t really come as a surprise but it shows how powerful mobile is for generating those early leads. When we’re in doubt, we turn to our mobiles and this is especially true when it comes to Christmas shopping ideas.
- Sixty-four percent of smartphone shoppers turn to mobile search for ideas about what to buy before heading into store.
- 1 in 4 mobile video viewers in the U.S. have visited YouTube for help with a purchase decision while they were at a store or visiting a store’s website.
- More than half of smartphone users have discovered a new company or product when conducting a search on their phones.
This gives you a pretty big clue about one campaign type to try out this Christmas. All of us have problems thinking about what to buy for people and you can position your product as the ideal solution.
Shoppers want the best gift, not the cheapest
Price is important in any purchase but it’s not the main drive behind Christmas shoppers. Google says consumers are more interested in finding the best holiday gifts, rather than the cheapest option.
- Last holiday, mobile searches related to “best gift” grew 70% year over year while mobile searches related to cheap or inexpensive gifts grew about 35%.
- On YouTube, mobile watch time for product review videos has grown 60% year over year.
- Mobile searches related to “unique gifts” grew more than 65% while mobile searches related to “cool gifts” grew a whopping 80%.
The trouble with these “best” Google searches is they tend to return pretty uninspiring lists of gift ideas. So try out some ads targeting long-tail keywords for this kind of search and offer these users something of real value in the run up to Christmas.
Mobile drives in-store visits
Although mobile purchases are on the rise, they’re nowhere near the levels of desktop and in-store purchases yet. What mobile is doing, though, is driving in-store visits by acting as the first point of connection.
- 76% of people who search for something nearby on their smartphone visit a related business within a day.
- 28% of those searches result in a purchase.
- More than 40% of smartphone shoppers want retailers to automatically surface relevant information such as the location of the item in the store, a special deal or related products.
That last point is especially interesting. Google says shoppers want a seamless shopping experience between mobile and in-store visits, where information is ready and waiting for them. This means you need to have in-store visits as a key goal behind certain campaigns this holiday season and consider your store signage and layout as an extension of those campaigns.
Finally, Google says shoppers at this time of year – aka the supershopper – will genuinely shop ‘til they drop. Last year, on mobile alone, it recorded a 30% jump in conversions on Black Friday and 50% on Cyber Monday, compared to November 1.
And, for good measure, here are some tips from Google on how to target these supershoppers this Christmas:
- Get your holiday campaigns in shape: Use a combination of search and video ads to reach shoppers across all their digital touchpoints. Ensure your products stand out by reading our list of optimization do’s and don’ts as well as our best practices for TrueView video ads.
- Be Present on Mobile: use mobile bid adjustments to ensure your brand is present no matter when people are shopping. For search campaigns, you can send mobile users to the right pages on your site by using mobile URLs in expanded text ads.
- Manage Your Bids Efficiently and Effectively: Use Smart Bidding in AdWords or DoubleClick Search to maximize your performance. Improve your bidding for sales and promotions by using Business Events in DoubleClick Search.
- Bring your Brand into the Consideration Set: as shoppers are more open to new brands online, help shoppers discover your brand and products through category keywords and audience targeting formats like TrueView for shopping. You can use TrueView video discovery ads to target YouTube search pages relevant for your brand.
- Don’t Miss Out on People Who are Willing to Buy Your Products: Monitor your budgets and review your click-sharedaily to make sure you’re not losing out on shoppers ready to buy. Increase bids and budgets as conversion rates rise, and don’t forget to keep the lights on even after the holiday season ends! Finally, don’t forget to use store visits or store sales to make sure offline sales are accounted for.
So that should give you some ideas for upcoming holidays and we’ll have more for you as the weeks roll by. In the meantime, if you need any help setting up your festive ad campaigns, get in touch with us now – because time is running out!