You may ask yourself why should you find it interesting that the volume of Google searches is still growing at a rate of 10% to 15%, with 3.5 billion Google searches being made every day.
Search engine marketing (SEM) is a must-do for eCommerce retailers. However, whilst the volume of search queries fielded by Google is growing, you need to be investing more in focusing on your campaign quality and to ensure that you drive the right traffic to your website through the paid and organic results.
When 34.6% of all product searches are starting on Google, this information should be of particular interest to online eCommerce retailers. A further additional interesting data fact is that shoppers who searched on Amazon took longer to make a purchase than those who searched on Google. On average, the “search to purchase” on Amazon took 25.9 days, while on Google it was 19.6 days. Most users bought an item within the first five days, however more of them (35%) purchased in this longer time frame using Google than Amazon (19%).
This all leads to the question; how can we leverage on this data and ensure that our customers are making fast purchasing decisions? Optimizing SEM is key if we want to win. Higher amount of searches may mean more shoppers but it can also easily result in non-converting expensive clicks that will not generate the expected revenue results. Optimizing the relationship between Keywords, Search Terms, Ads and Product Pages result in a greater control over the critical path to your success – your shoppers’ experience.
- Recent statistics tell us that Google searches consisting of 1 and 2 keywords account for over 45% of the searches. Search terms with 3 and 4 words account for 23%.
This leaves over 30% of searches for search terms with 5 or more words that are more narrower, less competitive and likely to be searched for by more focused shoppers to whom your web-store is more relevant.
- Google Shopping keeps growing too. When thinking about how we can increase sales and profitability in an environment of growing demand that consists of more Google Searches, Google Shopping is a must do.
Millions of consumers are using Google to actively search for products every day and Google Shopping is a fast and easy method to quickly get your products in front of them! However, we must keep in mind that optimizing Google Shopping is also a mandatory task, and this includes negative keywords and other such optimizations which are critical for targeting only the most relevant shoppers and preventing others from consuming your Ads budget.