Benefit From New Tried-And-True Solutions

After the serious disruptions of the last few years, we are now experiencing a period of uncertainty. In this uncertainty, we are looking for answers to our questions.

This is clearly seen in the results of the global survey we recently conducted together with Ipsos. 60% of consumers in the surveyed countries say that when they need to make a big purchase, they need to do research to make sure they make the right decision.

We have observed that this approach is reflected in the increase in search activity over the past six months. For example, we saw a 60.2% year-on-year increase in searches for "this week's special deals" and a 90% increase in searches for "last minute flight deals" in the same period.3 Thanks to these trends, businesses that want to reach customers at the right moments to convert searches into sales are gaining great opportunities.

The reliability achieved by supporting tried-and-true advertising solutions with new analyzes and automation will prepare advertisers for the future.

While making changes may seem important in a macro environment dominated by uncertainty, many marketers may choose not to make changes. But the riskiest move is to make no move at all.

Instead, marketers should prepare for this moment by implementing strategies that deliver reliable results and help drive long-term growth. The reliability achieved by supporting tried-and-true advertising solutions with new analyzes and automation will prepare advertisers for the future. We call this combination of tried-and-true approaches and new, automated solutions "tried-and-true new solutions."

Here are some tried-and-true new solutions to get you ready for the fourth quarter and beyond.

Market to the consumer at a pace that suits the consumer

In a time of changing habits, Search is the best place to stay up to date on what users are searching for. 15% of the billions of searches made on Google every day consist of queries we have never encountered before. Automated tools can help you keep up with changing trends and reach consumers.

For example, by combining automatic bidding with broad match keywords, you can ensure your brand is exposed to consumers on new, high-performing queries and new trends. That's exactly why 80% of Google advertisers use automatic bidding to unlock the full potential of Search and achieve performance goals.

Advertisers can transform demand with our performance-focused products and create new demand at scale with our reach.

Another relatively new area of investment where advertisers are seeing consistent results is digital video. As viewers transition from traditional TV to digital video, reaching users where they are will be an effective step. We observe that advertisers who want to get more return from every spend focus on awareness or transaction. Advertisers are finding effective ways to create demand for the future and convert existing demand.

Data shows that a full-funnel strategy for YouTube delivers the highest consistent performance across the consumer journey. Brands that run both direct marketing and brand video ad campaigns find that brand campaigns drive 28% of their conversion support.

Focusing on the full funnel results in more conversions than focusing on conversions alone. Advertisers can transform demand with our performance-focused products and create new demand at scale with our reach.

Measure important data

In an environment where there are many metrics, it is necessary to focus on the data that is important. The best way to prepare for a future where stricter privacy requirements are enforced and the industry moves away from third-party data and cookies is to establish a measurement foundation tied to first-party data and modeled data.

Improving your measurement methods brings even more benefits along with compliance. It allows you to improve customer relationships, adopt automation solutions based on the right models, and take advantage of new approaches that do not track users on the internet. While doing all this, you can focus on the real results that are important to you in your analysis studies.

To develop meaningful customer relationships, you need to earn users' trust by helping them understand how their data will be used and allowing them to choose how their data is used. Even when there is a solid foundation of first-party data collected with users' consent, a lack of observable data can lead to gaps in the customer journey. Innovations in conversion modeling can help us address unknowns in the customer journey in a privacy-safe way.

More than ever, our industry needs innovation and collaboration to maintain the tools and analytics businesses need to grow.

Multiply your expertise

Automation grows your business exponentially. It also learns the necessary information from you. Your inputs and goals, relative conversion values, and creative will keep you moving in the right direction. Automation can then optimize your campaign's performance 24/7.

For example, when you combine Maximum Performance campaigns with Search, you can see consistent ROI across all of Google's ad channels and inventory. It can also help you expand beyond the top-performing searches and customer segments you already know. This way, you can create new demands that will accelerate your growth in the future.

Learn what works by experimenting and make your campaigns perform better. Adopting a test-and-learn approach is a hallmark of digitally mature marketers. This feature is critical to preparing your business for long-term, consistent growth.

Adopt new tried-and-true strategies

The decisions businesses will make in the next 6-12 months are critical. These decisions not only provide the opportunity to catch up with the trend by investing in methods that work to accelerate growth now, but also create flexibility for the future.

The reliability of Google's tried-and-true advertising solutions, backed by powerful new analytics and automation features, will ensure advertisers are future-ready. Benefit from tried-and-true new solutions.