Where consumers do their holiday shopping is important, but how consumers search for what they want helps advertisers understand how best to engage consumers actively shopping. An eMarketer article about consumer search preferences in 2020 found that nearly a quarter of consumers begin product searches on search engines, primarily on Google.
To connect with consumers during the early phases of their holiday shopping, advertisers need to make sure their brands are easily discoverable in multiple places on Google, including branded and unbranded searches and within paid and organic results.
Digital Media Solutions (DMS) helps advertisers reach, engage, re-engage and convert their target audiences throughout the holiday season with data-enabled, insights-driven digital performance advertising campaigns. Contact DMS today.
Google Is Popular For Product Searches And Research
Google commands more than 86% of the overall search market, making it an obvious option for product searches – especially during the holidays. In recent years, Google enhanced its shopping and product features, including making upgrades to “nearby search.” Advertisers should seek to maximize Google search results by securing organic and paid placement for a variety of relevant keywords.
However, an omnichannel approach is essential for advertisers. Some shoppers, particularly younger consumers, use social media platforms including Facebook, Instagram and Pinterest for holiday gift research.
Social media campaigns can be very effective at building awareness about brands and reaching consumers in the investigation phase of shopping. Advertisers looking to scale their social advertising efforts often engage partners, like DMS, to de-risk advertising spend with click-based and sale-based performance advertising campaigns. Contact DMS to learn more.
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Digital Media Solutions® (DMS) is a leading provider of technology-enabled, data-driven digital performance advertising solutions connecting consumers and advertisers throughout the holiday season. Don’t delay getting your campaigns launched. Contact DMS today!