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Online shoppers bring a complex blend of needs and desires to their browsing. A quick Google search can send them down whole new avenues of ideas and information. And if the right ad appears in the right place, at the right time, it may inspire them to make a purchase. Here are seven tips to help you win new customers from people browsing online.
1. Consider location and convenience in your ad campaigns
Often, your prospective customers will have key priorities and expectations when they visit your website from a Google search.
For example, Marcus wants to buy his girlfriend a graduation gift. He searches local campus bookshops and a major online retailer. He’s after the best possible gift, but he ideally wants to pick it up in Leeds right before the graduation ceremony.
In Marcus’s search journey, he is concerned about both convenience and location. Many customers now seek location information when they want to purchase a product or service, and terms such as “near me” and “can I buy” are common in mobile searches.
When running ad campaigns with Google Ads, you can make it easy for potential customers to find your physical locations by using location assets. These assets automatically enhance your Search ads with your business address, phone number, and a map marker, making it convenient for users to find your nearest store.
If Marcus searches for “graduation gifts in Leeds”, seeing your ad with the address of your Leeds store is a helpful way to guide him directly to your business.
Today’s shoppers expect to have everything at their fingertips, and they are more likely to buy from brands that offer flexible delivery and collection. Highlight attractive options in your ad messaging, and display your product inventory online so potential customers can easily see what’s in stock and where.
Aim to be a helpful resource throughout the research process, positioning your brand as a trusted source of information from the start.
2. Count on an informed online consumer
With a wealth of information at their fingertips, consumers are more knowledgeable than ever, meticulously researching and comparing products and services before making a purchase.
Liam is a keen traveller who is planning his next adventure. Over a month, Liam has almost 3,000 online interactions related to travel, with about one-third focused on London and nearly 100 searches on one specific hotel.
By the time Liam books his trip, he’ll have thoroughly explored all his options using Google Search, user reviews, price comparison tools, social media, and more.
By understanding and embracing different search journeys, businesses can anticipate consumer needs in advance. Aim to be a helpful resource throughout the research process, positioning your brand as a trusted source of information from the start.
Remember, online ads don’t always have to lead directly to a sale. They can also focus on building brand awareness and nurturing potential customers through micro-conversions such as viewing product pages, signing up for newsletters, or spending time on your site.
For example, a travel agency might initially use broad keywords such as “tropical vacations” to attract clicks and encourage users to explore tour packages. Later, they can retarget those users with personalised offers tailored to their specific interests.
3. Be discoverable on Search
Many user searches begin without a particular brand or product in mind.
Stacey, for example, is a pregnant mother of two. She wants to find a new car that will fit three car seats and plenty of supplies for family excursions.
She starts off looking at one vehicle brand, but it quickly becomes clear she’s not committed to the idea. She uses Search to seek guidance on the best options and ultimately finds an alternative car manufacturer that meets her needs.
For Stacey, Search is a means of discovery. She’s open to ideas, and a new product could capture her attention at any moment.
As you map out your customer journey, pinpoint those crucial moments when you can engage potential customers at each stage. By emphasising your unique selling points and key features, you increase your chances of resonating with consumers’ specific needs as they search for products or services.
4. Think about complementary categories
Businesses that see the connection between their offerings and complementary categories will be better able to reach consumers when they’re receptive.
Laura is planning a trip to Bournemouth. Unfamiliar with Dorset, she turns to Google Search for guidance, exploring restaurants, things to do, and even what to wear. This sparks a domino effect, leading her to shop for new clothes inspired by her travel plans.
Think about your customers holistically, and keep in mind that a seemingly unrelated search could trigger interest in your brand. Consider which brands or products in related verticals reach similar audiences during a search, and use this information to inform your keyword selection and ad copy in your Google Ads campaigns.
Keywords
5. Prepare for unexpected consumer behaviours
Consumer behaviour is dynamic, with interests evolving and external factors influencing choices.
Take Tiffany, a 37-year-old doctor from Tamworth. While shopping online, her search for a leather sofa sparks interest in complementary products for her living room, such as lamps and rugs. This triggers a broader search across brands and retailers as she seeks the perfect items for her home.
To take advantage of these shifting interests, closely monitor the customer journey and maximise your presence at those pivotal moments when preferences evolve. One effective strategy is to use ads to help guide potential customers towards other offerings.
For instance, if a customer is viewing a leather sofa, strategically displaying ads for complementary lamps or coffee tables can spark additional interest and drive further engagement with your brand.
6. Don’t underestimate the power of online reviews
Potential customers often research multiple options before making a purchase, and reviews and ratings play a crucial role in their decision-making process.
Leena, a 32-year-old from Manchester, frequently consults various review sites before buying. When she runs out of mascara, Leena uses Search to explore different brands, carefully reading reviews along the way.
Seeking better value and a longer-lasting product than her local retailer offers, Leena ultimately selects a specific brand, influenced in part by its positive reviews.
To stay ahead of the competition, embrace the importance of ratings and consumer perceptions online. Pay close attention to your reviews and respond promptly to feedback, making improvements to your products or services as needed. Consider showcasing positive reviews on your website, in your ad copy, or through shop ratings in your Google Ads campaigns.
7. Prioritise mobile in your advertising strategy
Mobile plays a crucial role in online research, with people often starting their shopping journey on one device and continuing or completing it on another.
Consider Arthur, a 66-year-old retiree who enjoys travelling with his wife. With a comfortable retirement income and ample time, he’s always open to travel deals and spontaneous getaways.
Over three months, Arthur has nearly 250 travel-related interactions online, with 50% occurring on mobile. While he often books through a travel agent, Arthur frequently turns to his smartphone for inspiration.
Understanding that potential customers use a range of devices, especially mobile, during their research, businesses should design their messaging and targeting plans accordingly. Ensure your website and ad campaigns have responsive designs that adapt seamlessly to different screen sizes and devices.
With a strategic approach to Search, you can unlock a world of possibilities for your business. By connecting with customers at the right time and in the right way, you can help drive meaningful engagement and sustainable growth.
