This document discusses strategies for reaching "in-market shoppers" or "recession shoppers" online. It recommends (1) being present across online and offline channels to greet customers, (2) understanding market trends and customer interests through analytics, and (3) optimizing websites and ads using testing and data to ensure maximum relevance for each individual visitor. Case studies and data from Google tools are presented to illustrate how to implement these recommendations successfully.
1. Google Confidential and Proprietary 1
Reaching the In-Market Shopper
Kristen Nomura
East & Central Region Manager, Search & Analytics
April 23, 2009
3. Google Confidential and Proprietary 3
New Breed: “Recession Shoppers”
Source: Penn, Schoen, & Berland Associates, Inc., January 2009
“They see online
shopping as part of
the solution, as it
offers the
opportunity to
research, compare,
and review products
that is often difficult
when shopping
in-store.”
4. Google Confidential and Proprietary 44
2009 Ad Spending: Shift to Digital
Television Radio Magazine Newspaper Direct Mail Digital
-4.2%
-6.5%
-7.0%
-10.0%
-2.0%
5.0%
Interpublic Group
December 2008
Source: Interpublic Group estimates, January 2009
5. Google Confidential and Proprietary 5
The One Bright Spot: Online Marketing
25% of senior marketers
would increase online
spending in a recession
63% of CMOs expect an
increase in
interactive/online
marketing
Analysts say search
marketing will be the
fastest-growing
segment
Sources: Forrester Research April 2008. Asked 33 marketers with 200 or more employees : “How would you change your online
spending patterns if there is an economic recession in the next six months?”; eMarketer, “Search Marketing Trends,” February 2009 ;
6. Google Confidential and Proprietary 6
Why Does Online Shine in a Downturn?
Customers Are There,
More and More
Flexibility
Measurability Better ROI
11. Google Confidential and Proprietary 11
of consumers search after seeing an offline ad…
Source: Jupiter Research/Ipsos Insight Consumer Survey 2007, in conjunction with iProspect
67%
of marketers are still not integrating offline channels
with search marketing.
45%
19. Google Confidential and Proprietary
The Ever-Growing Long Tail
Between March 2008
and March 2009,
longer search queries
(5-8+ words)
increased +8%
Meanwhile, shorter
search queries
(1-4 words)
decreased -2%.
Source: Hitwise, an Experian company. Note: Data is based on four-week rolling periods (ending March 28, 2009; Feb. 28,
2009; and March 29, 2008) from the Hitwise sample of 10 million U.S. Internet users.
28. Google Confidential and Proprietary
Each Visitor is Looking for Something Different
Wants
a Prius
Needs a
new
pick-up
Looking
for a safe
family car
Researching
SUVs
33. Google Confidential and Proprietary 33
Optimize, Optimize, Optimize
Luxury Rose Bouquet
4 headlines
X
3 images
X
2 “Submit” buttons
=
24 different possible
page combinations!
34. Google Confidential and Proprietary
Identify the Best Overall Combination
Combination 11 is
performing the best
Combination 11 is
performing the best
Original is highlighted
here
Original is highlighted
here
35. Google Confidential and Proprietary
Identify the Most Influential Sections
Variation 3 is the best
performing individual
variation in Section 3
Variation 3 is the best
performing individual
variation in Section 3
Variations 1-3 show
promise but the overall
section contributes little to
conversions
Variations 1-3 show
promise but the overall
section contributes little to
conversions
Section 3 strongly
influences conversions
Section 3 strongly
influences conversions
Variations 1-3 show
promise but the overall
section contributes little to
conversions
Variations 1-3 show
promise but the overall
section contributes little to
conversions
37. Google Confidential and Proprietary
Picture was not worth a 1000 conversions
This version was one of 200 combinations, and drove 30%
more downloads.
41. Google Confidential and Proprietary
For More Details…
Insights for Search
www.google.com/insights/search
Search-Based Keyword Tool
www.google.com/sktool
Google Analytics
www.google.com/analytics
Website Optimizer
www.google.com/websiteoptimizer