| Solutions for Retail
Shopping sprees start on Google. The first step for millions of shoppers today is a Google search. Shoppers search for brand names and for specific products. They make comparisons and they locate merchants. They use detailed keywords that show exactly what theyre looking for. Google advertising puts retail ads in front of those motivated shoppers as they search. The result? Highly-qualified traffic and clickthroughs for merchants, with increased sales and ROI to match. Heres why you should use Google for your retail advertising: |
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| Your Customers use Google to make their purchases |
| • | 85% of Google users have made an online purchase in the past 6 months.1 | |
| • | Google.com is the #1 site for referrals to shopping sites referring 54% of all traffic to those sites in February 2005.2 | |
| • | Consumers are hooked on Google. 38% of online consumers use the site at least once a week. (Forrester research) |
| Online Advertising Works for All Types of Retailers |
| • | Google ads deliver a CTR four to five times higher than banner ads. Your ad is displayed next to relevant keyword search results, promoting greater effectiveness and more qualified leads. | |
| • | 39% of consumers check online to see what is available, then purchase items in a brick-and-mortar store.3 | |
| • | For every dollar that consumers spend online, they spend an additional $6 offline as a result of online research.4 | |
| • | 24% of all offline sales are influenced by the web.5 | |
| • | When a multi-channel marketer with stores and a catalog invests in Google ads, it gains a huge advantage. Not only does it have a recognizable brand, it has the ability to capture consumers who shop using all the available methods. |
| Accountable: Google Drives Sales Profitably |
| • | The most successful retail marketers treat Google as distribution, not advertising. | |
| • | Identify your cost-per-sale or ROI goals at the start of the campaign. | |
| • | Track cost-per-sale metrics closely. | |
| • | Translate what CPCs equate to the cost-per-sales metrics within your goals. | |
| • | Raise or lower the metric goals and CPCs as needed. | |
| • | AdWords campaigns can be self-funding. |
| Target the Right Region With the Right Message |
| • | Googles regional and local targeting lets you reach users in New York who need "Back to School Clothes." | |
| • | Geographic targeting can inform users of sale days in their particular area. | |
| • | Global, national, and localized campaigns all can run through one AdWords account. |
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1 - comScore Media Metrix Aim, Winter 2005
2 - Statmarket, February 2005
3 - Dieringer Research Group January 2005
4 - Jupiter Research, August 2004
5 - Forrester/shop.org, June 2004
Last updated August 2005.