Before making a major purchase, 60% of consumers say that in order to feel secure in their investment, they should do market research before making a decision. This trend presents a huge opportunity to reach customers at the right time and convert searches into sales.
There’s no better way for search to keep you up to date. On Google daily, 15% are queries we’ve never seen before, for example, the combination of automated bidding with broad match keywords can ensure that your brand appears for new and high-performing queries, as well as emerging trends, all while paying only for the clicks that convert. That’s why more than 80% of Google advertisers use automated bidding to unlock the full potential of “search” in order to reach their performance goals.
Digital video is another area of investment, where advertisers consistently see good results. As viewers move from linear TV to digital video, it makes sense to reach people where they are and improve our targeting.
The data shows us that a YouTube full funnel strategy generates the highest return across the entire consumer journey. Brands running direct response and branded video ad campaigns see the campaigns deliver 28% of conversion assists. Focusing on the entire funnel generates better results than focusing only on conversion.
In a world awash with metrics, it’s important to focus on measuring what really matters. A measurement base based on proprietary and modeled data is the best way to be prepared for a future with stricter privacy requirements, moving the industry away from third-party data and cookies. The benefits of improving your measurement methods extend beyond compliance, allowing you to deepen customer relationships, adopt accurate model-based automation, and use new approaches that don’t track users across the Internet, all while maintaining your analysis focused on actual results.
Additionally, building meaningful customer relationships requires first earning people’s trust by helping them understand and choose how their data is used. Even with a strong foundation of proprietary, consented data, less observable data can create gaps in the customer journey.
Innovations in conversion modeling can help us solve unknowns in the customer journey, in a privacy-safe way. Today presents an opportunity to re-meet the buying moment, reinvesting in what works, to drive growth, while building strong foundations for the future.