Year in Search trends & digital strategy – Think with Google
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The 2021 B2B Year in Search report shows us a world still navigating uncertainty and redefining what normal looks like.
Insights uncovered from the report, an analysis of millions of high-growth searches from around the globe, suggest that while we may be cautiously embracing relaxed restrictions in some areas, in others we’re not yet ready to let go of habits forged the last two years.
So what does all this mean for marketers?
Fluctuating consumer behaviour presents challenges and opportunities for businesses. It is essential to be nimble, move quickly to meet demand in real time, and be efficient in deploying budgets. Knowing when demand wanes is just as important as recognising when it surges. And Google Search data provides those insights.
For instance, people remain careful in their approach to socialising, as demonstrated through a 150% increase in searches containing “near me with outdoor seating”.1 To be there, successful marketers must be fast and helpful, starting with search.
Source: Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021.
Modern search campaigns embrace automation across bidding, keyword targeting, and creatives. And a fundamental component of modern search campaigns is the pairing of broad match keywords and Smart Bidding, which can help marketers keep pace with rapidly changing consumer behaviour.
Using broad match together with Smart Bidding allows advertisers to show up for all users with search intent related to their businesses, even in the face of changing user behaviour, while still ensuring business goals are met. Broad match helps you cast a wide net, and Smart Bidding lets you hone in on what you want to catch.
Your goal could be to increase sales by maximising your conversions, hitting a particular cost per acquisition. Or more mature marketers may choose to optimise for profits or even lifetime value by achieving a certain level of return on ad spend. Businesses who set the right goals and know how to properly value conversions will be set to deliver even stronger results.
In 2021, marketers learned how readiness, speed, and agility are critical to building resilience. Google Ads provides the tools needed to respond at speed and at scale — meeting the right audience, with the right message, at the right time, for the right cost.
By pairing a deep understanding of the global trends in search with the technical proficiency to capitalise on rising and falling behaviour patterns, marketers are positioned to unlock growth. Put more simply, being there whether people stay home or head out is paramount to success.
For more on how broad match can improve your search strategy, visit the Google Ads Help Centre.
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1 Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021.
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This article was autogenerated from a news feed from CDO TIMES selected high quality news and research sources. There was no editorial review conducted beyond that by CDO TIMES staff. Need help with any of the topics in our articles? Schedule your free CDO TIMES Tech Navigator call today to stay ahead of the curve and gain insider advantages to propel your business!
The 2021 B2B Year in Search report shows us a world still navigating uncertainty and redefining what normal looks like.
Insights uncovered from the report, an analysis of millions of high-growth searches from around the globe, suggest that while we may be cautiously embracing relaxed restrictions in some areas, in others we’re not yet ready to let go of habits forged the last two years.
So what does all this mean for marketers?
Fluctuating consumer behaviour presents challenges and opportunities for businesses. It is essential to be nimble, move quickly to meet demand in real time, and be efficient in deploying budgets. Knowing when demand wanes is just as important as recognising when it surges. And Google Search data provides those insights.
For instance, people remain careful in their approach to socialising, as demonstrated through a 150% increase in searches containing “near me with outdoor seating”.1 To be there, successful marketers must be fast and helpful, starting with search.
Source: Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021.
Modern search campaigns embrace automation across bidding, keyword targeting, and creatives. And a fundamental component of modern search campaigns is the pairing of broad match keywords and Smart Bidding, which can help marketers keep pace with rapidly changing consumer behaviour.
Using broad match together with Smart Bidding allows advertisers to show up for all users with search intent related to their businesses, even in the face of changing user behaviour, while still ensuring business goals are met. Broad match helps you cast a wide net, and Smart Bidding lets you hone in on what you want to catch.
Your goal could be to increase sales by maximising your conversions, hitting a particular cost per acquisition. Or more mature marketers may choose to optimise for profits or even lifetime value by achieving a certain level of return on ad spend. Businesses who set the right goals and know how to properly value conversions will be set to deliver even stronger results.
In 2021, marketers learned how readiness, speed, and agility are critical to building resilience. Google Ads provides the tools needed to respond at speed and at scale — meeting the right audience, with the right message, at the right time, for the right cost.
By pairing a deep understanding of the global trends in search with the technical proficiency to capitalise on rising and falling behaviour patterns, marketers are positioned to unlock growth. Put more simply, being there whether people stay home or head out is paramount to success.
For more on how broad match can improve your search strategy, visit the Google Ads Help Centre.
Marketers who view this are also viewing
1 Google Data, Global English, all search phrases unless otherwise specified, Sept. 1, 2019–Aug. 1, 2021.
To explore this content and receive communications from Google, please sign in with an existing Google account.
Based on your location, we recommend you check out this version of the page instead:
This article was autogenerated from a news feed from CDO TIMES selected high quality news and research sources. There was no editorial review conducted beyond that by CDO TIMES staff. Need help with any of the topics in our articles? Schedule your free CDO TIMES Tech Navigator call today to stay ahead of the curve and gain insider advantages to propel your business!
