SACRAMENTO, Calif. – Retailers should take advantage of Google’s machine-learning capability, which analyzes more than 70 million signals from consumers to serve hyper-targeted ads, according to part two of the webinar series presented by Google and AVB Marketing.
The 2020 Fall Home Furnishings Insights series shares understandings about furniture shopping in three webinars co-hosted by Kristen Fox, Google Customer Solutions, strategic partner manager, and Brian Wattier, vice president of AVB Marketing.
“I’m a new mom to twin girls, and Google serves me ads for childproof easy-care furniture,” Fox said. “It showed me content that was relevant to me. Recent surveys show the buyers’ journey is super complex with most consumers taking 10 to 14 days to make a large purchase decision, such as furniture. It’s important for retailers to stay in step with them as they conduct research in order to make a purchase.”
Another good way to connect with consumers is through YouTube, according to Fox, who said that 31.6 billion minutes of content is consumed on the channel each week. Google and YouTube have both made huge strides over the past 12 to 18 months in terms of video ad options for companies.
“We’ve seen more retailers jump into video since its inexpensive, and many companies are developing very creative ads using their cell phones,” said Wattier.
In most cases, there is a 15-second ad before the main video starts with the option of skipping the ad after five seconds. “Companies only pay if the viewer watches the entire ad or clicks to come to your site to learn more. It’s a great way to make sure you are showing up to the right folks with custom audience targeting,” said Fox.
It’s also important to measure success from what happens after a consumer clicks on an ad, according to both Wattier and Fox.
“Once a consumer clicks on an ad, where are you taking them?” Fox said. “Studies show consumers touch their phones 150 times a day, so when they are on your website you need to make sure there is someone to answer questions either through live chat, messaging or click to call.”
The longer people spend on a website, the more the site’s organic ratings grow with SEO and quality scores also improving, according to Fox, which in turn increases the site’s ad rank for search and shopping as well.
It’s important to identify areas on the website that result in consumers taking an action such as adding an item to the shopping cart or clicking to call and then take consumers there. As opposed to measuring metrics like how much time people spend on a website, retailers should measure their return on investment by tracking which ads lead to the most conversions, according to Wattier.
A recording of part one of the series is available here. There is still time to sign up for today’s webinar, which will focus on previewing Black Friday, including what to expect, how to strategize and where to invest.
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