Google Retail Blog

Black Friday Shoppers Already Searching For Deals

2009-11-06T11:06:00.002-05:00

Earlier this week, we saw that search interest in Black Friday is starting earlier than ever. Today’s consumers invest more time searching for a bargain, and Black Friday has proven to be a key example of consumer savviness. In fact, using Google Insights for Search, we see that over the last seven days, 50% of the top ‘Black Friday’ related search terms include ads, sales, and deals.

Clearly consumers are seeking out deals heading into this important shopping day. Interestingly, when we look at Black Friday rising searches over the last 7 days, we see that "Early Black Friday" is the second rising search term, meaning it has grown over 2,000% during this time period with respect to the previous time period. It also may indicate that consumers are not only leveraging "Black Friday" and searches to locate promotions on these days, but may be seeking out similar types of promotions and offerings even before Thanksgiving weekend.

To capture bargain hunters’ attention make sure your ads appeal to thrifty, deal-seeking searchers. Text ads should highlight specific price points, discounts, coupon codes, and special promotions. Also, remember to keep an eye on search trends in your own category by leveraging Google Insights for Search.

Erin Piper, the Google Retail Team

Introducing Google Commerce Search: Hosted Search for Online Retail Sites

2009-11-05T09:22:00.003-05:00

As retailers gear up for the holiday season, maximizing website conversion rates will be more important than ever. Evidence suggests high quality search can play a big factor; for instance, according to MarketingSherpa, 43% of visitors who land on a website go immediately to the site's search function. And customers who use the search box on e-commerce sites convert at nearly three times the rate of general browsers. We've taken these trends to heart, and we're now excited to announce a new search product specifically built for retail websites: Google Commerce Search.

Google Commerce Search was built with two principles in mind - speed and relevance. Both of these are critical to an end user's shopping experience. To optimize both, we decided that a hosted, cloud-based model would be best, leveraging the power of the Google platform. Typical Google.com search results are delivered in 0.25 seconds; in context, the average blink of an eye is around 0.1 seconds. Google Commerce Search will also leverage the relevant information from millions of product-related clicks on Google.com and in Google Product Search to bring the most relevant search results to shoppers using online stores. Another main benefit of being hosted is how easily the solution can be deployed - in days, as opposed to weeks or months for an on-premise e-commerce search tool. Retailers can also now use the same product feed for both Google Product Search and Google Commerce Search, which cuts down on time and tech costs.

To enhance the user experience, we also added numerous retail-centric features. Parametric search enables customers to view and sort search results by category, price, brand, or any other attribute. Spell check, stemming, and synonyms makes sure that users find the exact product they are looking for. Product Boost and Promotions enable retailers to promote certain products during sales or to cross-sell related products.

Birkenstock USA has implemented Google Commerce Search on one of their online properties and found it has already made an impact on their business. "Google Commerce Search is improving user satisfaction -- bounce rates have decreased and we're seeing more return customers,' said Jeff Kilmer, COO, Birkenstock USA. 'The search results are ultra-fast, so customers more easily find the specific products they're looking for. We deployed Google Commerce Search quickly and easily, and we've seen dramatic conversion improvement since implementation. It has also meant a better shopping experience for our customers, which is critical given the holiday season rush."

Read more about Google Commerce Search on our Enterprise Blog, or on our website.

Posted by Vijay Koduri and Salmaan Rashid, the Google Enterprise Search Team

Tis' the Season to be Mobile

2009-11-04T09:20:00.004-05:00

More and more people worldwide are accessing the web with their mobile phones and, as we heard Monday, retailers are looking to leverage consumer use of emerging media this holiday. This year, half of all new internet connections will come from mobile phones. [1] As mobile internet usage is on the rise, so too is mobile search. In fact, compared to last year, mobile search traffic has grown significantly.

Source: Google internal data

What does this mean for retailers? It means big opportunity. One way to capture this opportunity is to enable mobile users to find your nearest store locations. About 1 in 3 mobile search queries has local intent . [2] Mobile advertising can help you drive more traffic to stores by offering a way to reach customers who are close to point-of-sale and want to spend now.

In addition to driving purchases in-store, mobile advertising can motivate users to purchase directly on their mobile devices. Mobile users aren't just spending money on mobile content and apps. One in three US web buyers who used their mobile phones to make a purchase spent over $50, buying a range of items including electronics, clothing, books and jewelry .[3]

If you'd like to create a mobile ad campaign within AdWords, check out this FAQ to learn about your options.

Source:
[1] eMarketer, 2008 and 2009
[2] The Kelsey Group, 2009
[3] North American Technographics Retail Online Survey, Q3 2008; PriceGrabber.com “Consumer Behavior Report: Mobile Internet Shopping Trends” 4/30/09

Posted by Meredith Papp, the Google Mobile Team

Black Friday Here Already?

2009-11-03T11:09:00.005-05:00

With November upon us, Black Friday (November 27) and Cyber Monday (November 30) are just around the corner. Consumers are showing early interest - as we see in the Google Insights for Search graphs below, 'Black Friday' searches began increasing the week of August 2, 2009 versus mid-September in 2008 and 2007. And while everyone knows how crowded the malls are on Black Friday, note last year's online sales of $534MM on Black Friday. That's up a modest 1% over the previous year and during the height of the downturn in the economy. [1]

Cyber Monday is also increasingly top-of-mind. The term 'Cyber Monday' was first used in 2005 in the e-commerce community (coined by Shop.org) and was based on research that indicated that the vast majority of online retailers reported a significant increase in sales the Monday after Thanksgiving. As we see below, the uptick in searches for Cyber Monday started the week of September 13, 2009 versus mid-October in 2008 and 2007. Also of note, we saw e-Commerce sales on Cyber Monday reached $846M in 2008, up 15% over 2007.[1]

With both Black Friday and Cyber Monday driving even earlier consumer interest online this year, ensure that you are reaching these consumers through creative online promotional efforts now to ensure your brands and products are in the consideration set when consumers head in-store and online to buy.

Source: Google Internal, Insights for Search. [1] comScore Press Release, 12/3/08.

Posted by Eric Lopez, the Google Retail Team

Retailer's Share Their Holiday Tactics: Utilize Emerging Media (2 of 4)

2009-11-02T09:20:00.000-05:00

In part two of our holiday webinar series, we hear from retailers on their plans to leverage emerging and social media this holiday season.

Posted by Julia Tang, the Google Retail Team

Paid Search Boosts Top of Mind Awareness

2009-10-29T11:44:00.002-04:00

With search being central to the consumer shopping cycle, search should be part of your strategy to not only drives sales, but also build your brand awareness as consumers are considering what gifts to buy for the holidays.

In a joint test with Levi's, Google found that paid search ads, whether or not clicked, raised consumer awareness of the Levi's brand.

When in-market consumers were asked which brand of jeans came to mind, 53% of consumers named Levi's when a Levi's search ad was in the top sponsored position, compared to 30% who named Levi's when there was no Levi's search ad on the page. (a statistically significant lift)

Better yet, when Levi's "non-customers" (people who hadn't bought Levi's jeans in the past 6 months) were asked the same question, 45% named Levi's when the ad was in the top sponsored position, versus 23% who named Levi's when there was no ad in the search results. (also statistically significant)

Placing your ad in top paid position can increase top of mind awareness for both current customers and non-customers, a desirable outcome at the time when consumers are making their holiday gift lists.

Source: Google/OTX Brand Lift of Search study, April 2009. Research was sponsored by Google, conducted by OTX, an independent marketing research company, in a controlled "laboratory" format that mimicked an actual online search query. Question asked: "Thinking about specific brands of jeans, which one brand comes to mind? Please only write in the first brand that comes to mind." Results are a significant increase from control (no exposure) at 95% confidence. n=2,000 online consumers who had recently purchased jeans or intended to soon.

Posted by Sara Kleinberg, the Google Retail Team

Search Vital to Holiday Research

2009-10-28T10:31:00.004-04:00

With 79% of holiday shoppers finding the internet very or extremely helpful, where are shoppers planning to go once they head online this holiday? Not surprisingly, 60% will head to store websites (such as gap.com, bestbuy.com. etc.) and 42% will head to online-only retailer websites (such as zappos.com, amazon.com, etc.) to seek out product information and store offerings and make an online purchase.

46% will also head to search engines to seek out information and complete their holiday shopping - a 7% lift over last year.

With such a high percentage of consumer completing their holiday shopping on search engines and other content sites, consider reaching these online audiences through advertisements on both search engines as well as news, consumer, blog, video-sharing, and review sites.

Source: Google/OTX Consumer Intentions for Holiday 2009, 9/09. (Q8) Which of the following online sources, if any, do you plan to use for your Holiday Shopping during the upcoming Holiday season? n=2002

Posted by Eric Lopez, the Google Retail Team

Research Vital to Info-Seeking Shopper

2009-10-27T12:31:00.004-04:00

With 58% of consumers already starting their Holiday research, it is clear that completing research prior to purchase is the norm for holiday shoppers. In fact, when we spoke to consumers responding to our recent Google/OTX Consumer Intentions Survey, 48% plan to spend more time this holiday season shopping around for gifts. That's a lift of 12% compared to 2008 during the initial downturn in the economy.[1]

And, as we see below, shoppers look to a variety of sources to complete this research. The internet ranked as the most helpful source of information with 79% of consumers finding it very or extremely helpful. Next up were friends, relatives and colleagues at 59% and in-store displays at 56%. [2]

When it comes to your online marketing efforts, ensure that you are creating useful, informative advertisements that highlight price, product features, and special promotions where applicable to ensure you are capturing the information-seeking shopper this holiday season.

Source: Google/OTX Consumer Intentions for Holiday 2009, 9/09. n=2002 [1] (Q16) Using the scale below please tell us how much you agree or disagree with the following statements about shopping during the holiday season [2] (Q7). Based on your past shopping experience, how useful do you think each following sources of information will be to you while you do your Holiday Shopping? (Top 2 Box)

Posted by Eric Lopez, the Google Retail Team

Retailers Share Their Top Holiday Tactics: Stay Optimistic (1 of 4)

2009-10-26T11:10:00.002-04:00

This holiday season more than ever retailers are gearing up and planning ahead. We recently spoke with some of the leading retail experts and discovered that all of them plan to focus on a few key strategies to help them succeed in the coming months. Beginning today we will be launching a weekly holiday video series showcasing the top holiday tactics they have shared with us:

Stay tuned for more retailer advice from your peers, and check out our Fast.Forward. Channel to connect with marketing leaders across industries.

Posted by Julia Tang, the Google Retail Team

Search Insight: Identifying Consumer Trends Using Google Insights for Search

2009-10-23T11:07:00.005-04:00

As we discussed yesterday, keeping an eye on key product categories and hot items is always vital during the holidays. Google Insights for Search provides a platform to do just that—the tool enables us to look at search trends and see how things change from day-to-day and year-to-year.

Below are the rising searches in the 'Mass Merchants & Department Stores' category, followed by rising searches in the 'Consumer Electronics' category. These are searches that show significant growth during a time period with respect to the previous time period. In this case, we're looking at the last 7 days compared to the previous 7 days.

For instance, today we see that 'black friday' search terms make up 4 of the top 10 in the 'Mass Merchants & Department Stores' category, indicating that consumers are already seeking out Black Friday deals. In the 'Consumer Electronics' category, we see rising interest in e-readers. This indicates increased search interest in this product category and may be noteworthy to retailers who carry this item.

Keep an eye as these search terms and the search terms in your category change to better understand how consumer sentiment and search queries are changing over time. These consumer trends can help inform your keyword strategies.

Posted by Eric Lopez, the Google Retail Team

Holiday Purchase Categories

2009-10-22T11:24:00.005-04:00

Consumers are ready to have the Holidays back. When asked where they plan to make purchases this season, many indicated that they are focused on practical categories such as apparel (81%) and electronics for the home (50%). However, many are also looking to make purchases in the entertainment (69%), toys (64%), and jewelry (51%) categories.

In the technology industry, we see consumers honing in on video games (55%), digital cameras (36%), and MP3 players (33%).
Keep an eye on these key categories and hot products this holiday season and ensure you’re allocating your online marketing budgets appropriately to capitalize on demand and consumer interest.

Source: Google/OTX Consumer Intentions for Holiday 2009, 9/09. (S11) Listed below are a variety of products or services that you may purchase for yourself or someone else during the upcoming Holiday Season. Which of the following do you plan to shop for or purchase? n=2002.

Posted by Eric Lopez, the Google Retail Team

Shopping Early, Shopping Late

2009-10-21T11:46:00.002-04:00

As we discussed in yesterday's post, consumers are getting an earlier start than ever this holiday season – they have already begun both researching and purchasing holiday gifts.

We also spoke to consumers about when they would be completing the majority of their holiday purchases. Consumers responding to our recent Google/OTX Consumer Intentions Survey from September, said that the majority of their holiday purchasing will take place during Thanksgiving weekend and during early/mid December. In fact, 32% of holiday shoppers plan to do the majority of their purchasing Thanksgiving weekend, while 40% indicated they would do so in early and mid-December.

It’s important to target these audiences through your online campaigns when they are ready to purchase as well as both early and late in the season to ensure your brand is in the consideration set. Also, don’t forget the early birds and last-minute shoppers. As indicated above, those planning to shop before Thanksgiving and those planning to wait until the last minute or even after the holiday season to complete the majority of their purchases account for 25% of shoppers.

Source: Google/OTX Consumer Intentions for Holiday 2009, 9/09. (Q2). When do you plan to do the majority of your holiday purchasing? n=2002

Posted by Eric Lopez, The Google Retail Team

Consumer Pulse Check: Holiday Season Well Underway

2009-10-20T11:44:00.003-04:00

Consumers are showing early interest in holiday shopping and purchasing this season. With 9 out of 10 consumers planning to shop this year, the majority of these consumers have already started researching their gift purchases - looking for the right gifts at the right price. In fact, according to the latest Google/OTX Consumer Pulse Check survey, 58% of holiday shoppers report that they have started their holiday shopping and researching as of the week of October 5, 2009. Compared to the last week in August, that is a lift of 32%.

Likewise, almost half of consumers have made a holiday purchase so far this year. 45% report that they have started holiday purchasing. Compared to the last week in August, that is a substantial lift of 25%.

With that, the holiday season is well under way with consumers heading to retailers earlier this year - some exciting and positive news headed into the holiday season. Be sure you are capturing this early interest through your online marketing campaigns.

Posted by Eric Lopez, the Google Retail Team

Consumer Intentions for Holiday 2009 Webinar

2009-10-12T12:56:00.002-04:00

Attracting the right consumers this holiday season will be more important than ever. Join us as we share findings from new research on consumer plans for the 2009 holiday season and strategies marketers can take to better target and reach their customers.

During the webinar, we will discuss:
- How consumer behavior has changed and how shopping habits look headed into the holiday season
- What changing consumer behavior means for your search and online marketing strategies
- Recommendations for how to effectively target your audience

Date & Time
Tuesday, October 20th 2009
2:00 pm – 3:00 pm EST / 11:00 am – 12:00 am PST
Register Here

Posted by Eric Lopez, The Google Retail Team

'Tricks and Treats' For Your Online Marketing Campaigns

2009-10-05T13:04:00.005-04:00

Halloween is quickly approaching! Average consumer spending for Halloween has consistently increased since 2003 and last year reached over $65 per person [1]. In order to take advantage of this seasonal traffic, we wanted to provide 3 'tricks and treats' of our own to help you achieve your online marketing goals.

1. Keep an Eye on Search Volume
As you can see with Google Insights for Search, Halloween searches are on the rise and will continue through October 31st. This graph shows queries for 'Halloween' over the last 4 years.

Start creating Halloween keyword lists and ad creatives that speak to Halloween consumers - remembering that this holiday can involve product category searches including costumes, recipes, make-up, decorations, party supplies and toys. As the average consumer begins their searches mid-October, add general terms like 'costume ideas' and 'funniest costumes' to capture these consumers as they're making early buying decisions.

2. Watch out for Rising Searches
You can also leverage Google Insights for Search to keep an eye on rising search terms. In the last 30 days, we've seen 'halloween,' 'costumes,' and 'halloween costumes' rise to become three of the top ten searches in the shopping category. We've included the top related rising searches to help get you started.

This year we're seeing that halloween costume ideas include typical apparel items as well as those that fuel a creative, 're-wearable' costume - especially during this Do-It-Yourself economy. Remember to run Search Query Reports throughout the month as traffic increases. Search Query Reports will allow you to see the most 'popular' Halloween costumes and keywords, allowing you to add keywords you may have missed and filter out keywords unrelated to the Halloween products you offer.

3. Highlight Promotions and Shipping Cut-Offs
Lastly, as the Holiday approaches, remember that shipping dates are always crucial. People will need to get their costumes or supplies well before the 31st weekend. Emphasize these dates in ad text and highlight any promotions and discounts to capture these last minute sales.

Happy Halloween!

[1] National Retail Federation, NRF 2008 Consumer Intentions and Actions Survey.

Posted by Caitlin Veverka, the Google Retail Team

Think2010: Using Data to Better Connect with Your Customers

2009-09-29T13:20:00.002-04:00

Webinar hosted by Avinash Kaushik on Tuesday, October 6th, RSVP today

Attracting the right customers to your website will help you finish off 2009 strong and charge ahead in 2010. Few marketers realize that there is free data available, which is easy to access and can help you better target your advertising.

Please join us to discuss where to find this data and how to utilize it to make educated decisions and develop a sound targeting strategy.

Avinash Kaushik will lead a discussion to share ways for “Using Data to Better Connect with Your Customers.” You'll learn how to find and use data from Google Trends for Websites, Insights for Search, and Ad Planner. Avinash will offer tips for using this data to focus on your most relevant audiences and maximize your return-on-investment immediately. And you'll walk away knowing how to make the most relevant decisions to drive your business forward.

Date & Time
Tuesday, October 6th 2009
1:00 pm – 2:30 pm EST / 10:00 am – 11:30 am PST
Register Here

Posted by the Google Retail Team

Fast.Forward. Connecting Marketers with Innovative Ideas (And Other Marketers)

2009-09-23T12:06:00.004-04:00

Recognizing that it's tough for businesses and marketers to stay ahead of the ever-changing digital environment, we've partnered with The Wharton School to launch Fast.Forward., a site full of content from leading industry experts -- including Dave Balter, CEO & Founder of BzzAgent, Jeff Bell, Venture Partner of NCT Venture Partners, and even our own CEO, Eric Schmidt.

You can read all about it on our YouTube Biz Blog.

Posted by Cindy Goodrich, Google Business Marketing Team

Google Retail is Coming to Shop.org Annual Summit!

2009-09-18T11:32:00.004-04:00

If you or your company will be attending next week's Shop.org Annual Summit, we would love to see you there! Google will be speaking at the following sessions, and we encourage you to join us and continue our dialogue on this blog forum there.

1. Online to Store Roundtable: Ways to Successfully Quantify Online Media Investment on In-Store Sales
Tuesday 9/22/09, 4:15 - 4:45 PM PT (Table #3 in Islander F)
Moderated by: Michael Feldman, Manager of Strategic Initiatives at Google, and Jeff Haddox, Direct Marketing Analyst at Pier 1 Imports

As consumers increasingly go online to research and shop, helping to grow online-influenced retail sales, the majority of sales today continue to come from brick-and-mortar stores. Our roundtable discussion highlights the critical need for multi-channel retailers to quantify the impact of online media investment on in-store sales. We will review a Google case study with Pier 1 Imports, who successfully ran geographically-targeted test and control experiments and saw a 300% return on their online investment; we will share best practices and recommendations on how retailers can attribute their online presence to in-store bottom line.

2. Growing Pains: Is Profitable Global eCommerce Expansion a Myth or Reality
Wednesday 9/23/09, 3:00 PM PT (Track #3 in Islander H)
Moderated by: Jim Okamura, Senior Partner at J.C. Williams Group

Chris O'Neill, our Retail Director at Google, will be giving an introduction to this session led by Jim Okamura from the J.C. Williams Group. Chris will offer his perspectives on global expansion and digital media and share some of our experiences from working globally. Chris will also highlight specific product innovations that will be relevant as businesses move towards globalization in a relatively "flat world." Full description of the rest of the session can be found here.

Posted by Julia Tang, the Google Retail Team

Cash for Appliances

2009-09-14T12:26:00.004-04:00

The government’s Cash for Clunkers program taught us that when incented, consumers will buy.

The program generated nearly 700,000 new car sales, and dealers turned in vouchers totaling $2.88 Billion. Prepare yourselves to take advantage of the Cash for Appliances program!

Congress has authorized $300M in rebates for energy efficient appliances. Rebates will range between $50 and $200 and will vary by state.

Consumers have already started searching! Using Google Insights for Search, we see that search interest in 'cash for appliances' and 'appliance rebate' have upticked over the last weeks.

The appliances rebates will be available in late fall. Now is the time to incorporate this program into your marketing and position yourself to capture the sales.

Cash for Appliances Online Marketing Tips:

1. Get in the game early. Consumers are already searching for Cash for Appliances. Other advertisers will be there in time for the program’s launch.

2. Create a Cash for Appliances Search campaign to capture consumer interest. Add Cash for Appliances keywords. Add “cash for” and “rebate” terms to all product lines.

3. Create relevant ad text. Start now with “coming soon” copy. Adjust copy as the program is launched and continue with post-event special offers.

4. Take users to a landing page with Energy Star Appliances. Provide details on the Cash for Appliances process. Call out Energy Star approval. Allow users to search for qualifying appliances

5. Contextually target Display ads to reach users who are researching the program.

Consumers are still cautious, but are responsive to incentives. Act now to reap the benefits of the Cash for Appliances program!

Posted by Sara Kleinberg, the Google Retail Team

Consumer Pulse Check: Shoppers Ready for the Holidays

2009-09-09T13:58:00.004-04:00

With 86% of consumers planning to shop for the upcoming holiday season, we spoke with them to see if they've already gotten an early start. The results are startling - consumers are shopping earlier than ever this year.

According to the latest data from a Google/OTX survey, 44% of shoppers have already started their holiday shopping and researching. In taking a look at query volume using Google Insights for Search, we see that search interest in 'christmas gift' has upticked sharply over recent weeks, demonstrating this increased research activity.

Consumers are not just researching, many have already begun purchasing. In fact, over a third of respondents (36%) said they have already begun making holiday purchases. This demonstrates that consumer are not waiting for the traditional kick off to the season, many are already spending time online researching gift ideas and heading into the store or to your site to make that special purchase.

With consumers already getting into the holiday spirit, is your business reaching them?

Source: Google/OTX Conumser Pulse Check 2009. Data is from week of August 24, 2009.

Posted by Eric Lopez, the Google Retail Team

Optimizing Your Site for Mobile E-Commerce

2009-09-01T12:09:00.003-04:00

“Call me, anytime. Call me, call me, any day or night. Call me!” implored Blondie. But, nowadays, cell phones are used for so much more than just calling. According to comScore, more than 63 million people in the US use the mobile internet, with 35% of those people accessing the mobile internet daily, which is more than double the figure from last year. [1]

This exciting growth presents a golden opportunity for retailers both big and small, national and local, to reach out to their potential customers no matter where they are searching. Many of the larger ecommerce players have mastered the mobile experience for their users, but we’d like to provide you with a few observations to ensure that you’re making the most of your mobile presence no matter the size of your retail venture:

1) MAKE IT EASY TO USE: You don’t need to have an iphone or android app to be effective with ecommerce online. In fact, comScore estimates that only 12% of the cell phone population in the US uses smartphones currently. So, the goal is to create an experience for your customers that is as easy and convenient to use as your regular website, no matter what type of device the user is on.

Most importantly, you must have a great landing page experience that spans device type. Easy navigation is critical. If the user is confused or frustrated, they are gone. Login and stored information (such as billing and shipping info) must also be the same over the air as online--the ecommerce experience should be seamless. Finally, use Google Analytics, a free tool, to improve your abandonment rates. GA can segment out mobile users, so you will be able to see trends and spot holes in your mobile site’s functionality.

2) MAKE IT EASY TO SAVE OR SEND SEARCHES FROM PHONE: To be able to capitalize on every transaction intention your users may have, enabling search or cart storage as well as the ability to email/sms product information to themselves is key. The nature of mobile search and ecommerce is such that many users are not able to or unwilling to pull the trigger on a transaction while on the go (say, while driving 95 down I95).

By making it simple for the user to access their saved searches when they reach their desktop, you create another chance to bring your customer to the cash register. Additionally, adding an “email it to me” or “remind me” functionality to your site not only allows the user to re-access their desired product/shopping cart information from their desktop, but it also allows you to capture their email address or phone number in one easy step for future remarketing messages.

3) MAKE IT EASY TO REACH YOU: Google has made it easy for retailers to advertise both online and on mobile devices, reaching out to searchers no matter where they're searching from. Google Mobile Ads allows you to extend your marketing campaign online via AdWords. In addition, we’ve recently launched Location Extensions, which dynamically attach your business address and phone number to your adwords ads. By providing a physical location or a linked phone number to enable a one click call, your potential customers can find you in person. The most important thing is to provide a means for the user to reach you and purchase from you, no matter if it’s online, on the phone, or in person.

As Jonathan Rosenberg, SVP of Product at Google recently said, desktop and mobile internet experiences are complementary. “Desktop ads are higher during the week…while conversely, mobile search volume soars on the weekends, when people are away from their desktop or laptops.” Creating an easy to navigate and familiar mobile internet experience is key to unlocking the millions upon millions of searches performed daily on cellular phones. Being wherever the search is happening with the right information at the right time is the ultimate goal. You wouldn’t want to miss that call, would you?

[1] comScore Press Release, "Mobile Internet Becoming A Daily Activity For Many," March 16, 2009.

Posted by Amy Adams Harding, the Google Retail Team

POS to O2S for ROI... The Evolution of Measurable Media Investments

2009-08-24T12:17:00.006-04:00

Could POS (Point of Sale) and O2S (Online to Store) be related? Absolutely!

Remember ‘back in the day’ prior to 1978 when there was no Point Of Sale data. Retailers would spend millions of dollars on advertising with no link to what was selling at the cash register. There were no bar codes, scanners or the like to help understand inventory levels, what sold, what day, how many, and from what medium. Well, when bar codes and scanners debuted, it changed business as we knew it - creating accountability as it relates to what products were selling, when they were selling, and if advertising had an effect on how many were sold. This led to increased investments in research from the POS data and shifting media spend to higher performing channels once the advertising results could be measured at the store level.

Sound familiar? It should, some day you may be talking to someone in marketing and saying- remember back in the day when we didn’t have O2S data? When advertisers weren’t aware of what effect their online marketing programs were having on their in-store sales, but instead were only optimizing and taking credit for sales on their website. Online To Store research is transforming retail today based on the ability to test digital marketing during a specified period of time and measure exactly what happens to sales not only online through eCommerce, but possibly more importantly- in-store in the test markets. Test and control has never led to greater clarity of online efficacy.

This is the Holy Grail of advertising and marketing funding if you think about it. You have read on this blog before about Google partnering with Retailers to learn exactly what a dollar spent online can do for in-store sales, well now a number of the tests have been completed and the results are in! Online advertising drives in-store sales!

Just take the publicly distributed Pier 1 O2S Case Study as an example from October of last year, when Google and Applied Predictive Technologies (APT), a data analysis and software firm, teamed up with Pier 1 Imports and their search marketing agency, Resolution Media. During one of the most turbulent periods in retailing history, Pier 1 saw a 3:1 return on investment in-store from their online expenditures in Search and Content. Not only 3:1 ROI, but an overall 2% sales lift, even more impressive when you factor in the times and economic conditions. Like bar codes & scanners in the past, these tests helped Pier 1 Imports understand their online-influenced in-store sales today: what sold, what day, how many.

So now what? Can you imagine hearing someone say that today’s POS data is good and all but they’re still just going to apply traditional media mix modeling without regard to the data the POS scanners are providing? NO WAY! We’re talking about data driven marketing decisions dating back to 1978 when newspapers were providing huge spikes in sales for retailers- measurable through POS.

So today, my challenge for you, Mr. or Mrs. Retailer is to take the data that O2S case studies or in-house tests are providing and put them to work and put your marketing money where the results are - using the wisdom of the testing crowds! Just like back in 1978…

Posted by Jay Bowden, the Google Retail Team

Back-to-School Shopping Gets Back in Session

2009-08-10T09:21:00.004-04:00

Depending on which state you live in, school is starting somewhere between 2 weeks to 4 weeks from today--which according to marketers' calendar typically signals the end of the back-to-school retail season. But in this not so typical year, we're noticing that the 2009 back-to-school retail season is just getting back in session as we enter August. Sure, shoppers are expected to spend a little less this season than the economy would like, but as much as they're stretching their shopping dollars, students and parents are also stretching their shopping cycle. In a recently released NRF back-to-school survey, we've found that up to 82% of shoppers are expected to still be shopping for back-to-school items this week, or have not even begun shopping yet. [1] If surveys aren't enough indication, real-time data is showing signs that marketers really should amp up their back to school campaigns now, instead of pulling back or completely pulling off their campaigns.

Back to school searches have been steadily rising in popularity the past month, to nobody's surprise. As we closed out the month of July, we saw various keywords rising especially fast this year compared to the same back to school time frame last year. Users around this time are showing much stronger interest in 'college laptops,' 'school shoes,' and 'backpacks' among other things than 2008: [2]

What struck me as most interesting about these searches was the idea of using these trends as a starting guide to dig into keywords that uncover what may be on students' and parents' shopping lists this year. New keywords that surface in back to school categories can reflect new or popular items everyone is looking to stock up for the back to school season. In that case, we can expect more boys and girls donning North Face backpacks and Jessica Simpson 'Carsi' sandals this year, while accessorizing their cell phones with new faceplates and skins, and parents and college students decorating new rooms with zebra bedding and hip barstools. [3]

Historical trends on Google Insights for Search show us that the back to school shopping season is just approaching its height and expected to reach its peak online in the next two weeks. So even for those who haven't had a chance yet to run their back to school campaigns, there's still time to capture many of these shoppers online now.

[1] NRF's "2009 Back-to-School and Back-to-College Surveys," released July 14, 2009. Percentage total of those who begin shopping 1 month (4 weeks) before school starts, to those who begin to shop after school starts, based on all Adults 18+ respondents from Back-to-School survey.
[2] Google Insights of Search in US. Query Volume Index growth refers to year-over-year growth based on Week of 7/19-7/25 in 2009 compared against corresponding week in 2008. **Growth rates are indexed to the highest point of search volume and are expected to vary as active searches increase. Please use for directional purposes only.**
[3] Hitwise, Industry Search Terms Comparison Report. New search terms driving traffic to 'Apparel & Accessories,' 'Appliances & Electronics,' and 'House & Garden' category sites during 4 weeks ending 7/25/09 compared against 4 weeks ending 6/6/09.

Posted by Julia Tang, the Google Retail Team

The Secret Lives of Digital Mom

2009-08-03T09:18:00.005-04:00

My mother always said that her three children were the most important thing in her life. Blanketed in the narcissism of childhood, I not only believed this to be true, but went several steps further - taking it as a given that my siblings and I were our mother's singular focus. Really, it wasn't until I reached college age that I fully understood that being a mom and having interests beyond one's children were not mutually exclusive. Having had this epiphany, its now clear that, like all moms, my mother worked hard to balance work, parenting, friends, and personal interests.

Mothers of young children today face similar challenges, however, to manage their priorities, they use the Internet in a way my mother never did - both for utility and as a communication platform. When it comes to their online activities, moms are not only moms, but also, individuals, with their own diverse sets of interests.

Digital Channels: Key at All Stages of the Purchasing Cycle

From a marketing standpoint, the "Mommy" segment has always been an attractive one. After all, moms shop not just for themselves, but for their entire household.

If you are looking to attract their attention, its important to note that as moms' media consumption patterns shift, the digital channel has become increasingly important for influencing their numerous buying choices. Many of the 34 million moms online [1] learn about products for the first time not via TV, but online. Then, looking to get more information, they turn to Web resources such as online reviews and search. Finally, when they are ready to purchase, they seek out online destinations to save time.

The Household's Chief Purchasing Officers

According to Experian Simmons' 2007-2008 Survey, 70% of online moms made a purchase on the Web in the past 12 months. Their top three purchase categories were apparel and accessories (36% made a purchase); books, music and video (31%); and toys and games (24%). It is true that moms often make online purchases for their kids and family, but they also routinely shop for themselves.

And, when it comes to spendng, moms are hardly using their childrens' Monopoly money. On the contrary, 38% of moms surveyed by Experian had they spent at least $200 on online purchases over the past year and 13% coughed up $1,000 or more.

Once moms do find something they like, their influence extends well beyond their own families. Nielsen found that women ages 25 to 54 with at least one child were not only highly likely to give advice about parenting/family issues (88% more likely than the typical Internet user), they were also more likely to share information about household and beauty/cosmetic products. [2]

Finding Moms in their Natural Habitats:

For marketers looking to reach this group, there are a multitude of ways to do so. Moms are both regular searchers and frequent visitors to parenting and family, news, weather and political content sites. As shown in the chart below, marketing to the digital mom is best down through web links (43.1%) and sponsored search results (41.9%). [3]

Note, however, if you are looking to reach my mother, her online activities are centered around her grown daughter.

You didn't expect the narcissism of youth to fade completely, did you?

[1] eMarketer, "Moms Online: More Influential Than Ever", May 2009
[2] Nielsen Online, "FallPlan2008", Oct 2008

[3] Experian Simmons, provided to eMarketer, April 2009; eMarketer calculations, May 2009. Note: ages 18+ with at least one child under 18 in household; used Internet from home or work in past seven days.

Posted by Yael Davidowitz-Neu, the Google Retail Team

Announcing Online to Store Webinar!

2009-07-27T09:29:00.002-04:00

Online to Store: Using Online Ads to Drive In-Store Sales

Join Google, in partnership with APT, on Thursday, July 30th at 11am PST / 2pm EST as we discuss new research that demonstrates that online ads impact in-store sales and the strategies marketers can take to measure and optimize this impact. During this webinar we will discuss:

- Snapshot of online advertising today, emerging trends, and general implications for retailers
- Case studies showcasing how marketers measure online advertising impact on in-store sales, with findings and investment returns
- Strategies and next steps to take in implementing and drawing conclusions from online to store studies

To register for Online to Store, please click here.

The Google Retail Team