Ring, ring! It’s the new cell phone shopper calling! With over 450 mobile devices in North America and an average of 10 new phone launches each week, how do shoppers decide which phone is right for them? How do marketers influence these purchase decisions? click to view image We’re excited to announce that Google and Compete recently completed their latest research study, Wireless Shopper 2.0 , which covers the shifting cell phone marketplace, the rise of the smartphone and the role search plays in the purchase process. Key consumer findings revealed that today’s wireless shoppers are: Open to Switching: At the beginning of the purchase process, 42% did not have a a specific carrier preference, while 78% did not have an OEM preference Reeled in by Features: 45% bought a new smartphone because they wanted more features, while 22% bought because they saw a new phone they “had to have” Reliant on Search: 62% of consumers who searched for a newly launched mobile device purchased one, and the average consumer conducts 13 searches throughout the purchase process In an increasingly competitive marketplace, these behavioral insights indicate the importance of having a comprehensive digital marketing strategy to bridge the gap between queries and sales. To do so, digital marketers should focus on: Targeting the Entire Funnel: The purchase funnel is not as linear as it once was; query trends indicate that search is paying a central role throughout and that generic (non-branded) keyword are prevalent and convert, even at the end of the purchase process Device-Centric Campaigns: Shoppers are searching online for everything to do with their wireless device: features, reviews, price, applications, etc. Optimize device-specific landing pages and integrate device-focused keywords and ad texts into campaigns Leverage Search for Product Launches: Search is an effective tool for introducing new products to customer prospects, especially during the announcement and pre-launch face - don’t miss the opportunity to acquire new potential lifetime customers For more insights into today’s Wireless Shopper 2.0, download the full study here . Posted by The Google Tech Marketing Team
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Wireless Shopper 2.0
Here on the Google Agency Team, we commonly get requests to share case studies, both as a way for you, our agency partners, to feel confident in the effectiveness of a product or strategy, but also for you to learn best practices and be inspired by best in class examples. To provide you with more case studies more often, we're pleased to bring you a new blog series, "Coffee break with clients." Each post will highlight a brief chat we've had with a client on how he or she has used a Google solution to solve a marketing challenge or meet an advertising goal, focusing on specific steps that you can replicate for your own clients. For our first post, Google Account Manager Kali Steinman had the opportunity to sit down with Quinn Veysey, Direct Sales Manager of Vineyard Vines , a clothing company known for its fun, comfortable attire. Vineyard Vines worked with Google to execute an experiment to determine the value of branded keywords to its paid search efforts. The company asked itself "are we bidding against ourselves and incurring costs that could be better spent growing the brand?" Here's what Quinn shared: Q: What were the goals of your experiment? A: Our goal was to get quantitative data showing whether there was value to bidding on our branded keywords. On one hand, we felt that by bidding on our brand terms, we were paying for keywords that may have been at the top of the organic search result. On the flip side, if we were missing out on conversions/sales, it may be valuable to pay for those terms. Basically, we wanted to take the visceral piece out of the conversation and replace it with facts. Q: How did you set up and execute the experiment? A: We worked closely with Google to conduct the experiment in a statistically meaningful manner, from concept, execution, and analysis. We set up an A/B test in Google AdWords by creating two campaigns, each targeting half of our focus demographic marketing areas (DMAs), distributed so each campaign targeted a similar audience size. The first campaign included brand terms while the second campaign did not. The test ran for 30 days. Q: How did the Google solution perform? A: The results were impressive. We realized that by paying for our brand terms, there was only a 33% cannibalization rate - in other words, by not running on branded keywords in paid search, we only made up one third of the clicks with organic traffic, losing out on thousands of incremental visitors to our site. We also found that the conversion rate on branded keywords was 5.12% Q: What actions, if any, did you take as a result of this campaign? A: We immediately tripled our ad spend with Google and are still making impressive double digit ROAS. Q: If you did not use this Google solution, how would things have been different? A: We would have continued spending precious time debating personal theories on the value of branded keywords to paid search that had no data behind them. We are now taking search much more seriously and are incorporating it as a significant factor in our growth strategy. For more information on geographic targeting options, visit the AdWords Help Center . Posted by Agency Ad Solutions Blog Team
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Coffee break with clients: the value of branded keywords with Vineyard Vines