Research - "The Search for Beauty Buyers"
Google partnered with Compete to learn more about beauty searching, researching and purchasing behavior through survey and click-stream analysis. What we found is that online beauty searchers are more influential, engaged, and likely to purchase than beauty shoppers who do not use search. In addition, beauty searchers showed little preference between branded and non-branded keywords, and used online resources throughout the purchase process.
What can this mean for you? Consider an "always on" approach for search campaigns to reach these buyers, include both branded and non-branded terms to catch beauty searchers at all stages of the purchase funnel, and consider increasing bids on branded keywords to capture all of the traffic for these searches. Check out the recorded webinar for more data and take-aways.
Case Study - Flora's "Cooking with Schools"
Google UK partnered with Unilever, Mindshare and research partner MetrixLab to assess the impact of search on brand awareness. Unilever's brand Flora sought to extend its reach with families, children, nutrition and cooking through its "Cooking with Schools" campaign. Could paid search help Flora increase brand awareness with its target audience? We administered surveys to mothers and to children under age 15 who were exposed to different media combinations while performing search tasks, and found that search was more efficient than both TV and radio at raising Top of Mind Awareness for the Flora brand. In addition, we found that searching and seeing a sponsored link increased all brand awareness metrics.
What can this mean for you? Consider including search in future brand awareness campaigns. Pair it with other forms of media such as TV, radio or print to increase brand exposure and improve brand recall. For more details, read the post on the Official Google CPG blog.
To keep up-to-date on future CPG research and trainings, visit www.google-cpg.blogspot.com or subscribe to the blog.
