- How to win on Black Friday: insights into store traffic trends
This holiday season, shoppers will turn to their most important shopping assistant — their smartphone — to research, browse and compare products in countless moments
throughout the day. This is especially true as shoppers head into stores for one of the biggest shopping weeks of the year. In fact, mobile searches per user were 11% higher in electronics stores and 8% higher in department stores on Black Friday last year compared to other weekends during the holiday season.1
To help you understand where shoppers will be and what to expect, we looked at foot traffic patterns in stores across the U.S. during Black Friday last year. We uncovered some surprising findings that should enable you to better connect with shoppers in and near your stores.Black Friday shoppers don’t exactly rise and shine
Contrary to the notion that most people head to stores in the morning, we found that Black Friday store traffic tends to peak in the afternoon, typically between 2-4 pm.2
Additionally, since some stores now open on Thanksgiving Day, we also saw an increase in foot traffic on Thursday evening. In fact, department stores now see their peak traffic on Thanksgiving evening between 6-7pm.Tip for retailers
: Allocate enough budget across campaigns to support the increase in traffic as shoppers head to stores. During the afternoon, when store traffic is heaviest, consider increasing your mobile bids. Use the mobile bid adjustment simulator
to size your overall mobile opportunity and adjust your bids accordingly.Black Friday isn’t the holy grail for all stores
For categories like electronics and cellphone stores, it should come as no surprise that Black Friday drives more foot traffic compared to any other weekend during the holiday season; in fact, store traffic is 2x higher in electronics stores and 1.6x higher in cellphone stores on Black Friday.3
However, there are many stores that don’t see their biggest crowds on Black Friday. Shopping malls, superstores & discount stores, and department stores have the highest store traffic on the Saturday before Christmas, while dollar stores have the most foot traffic on Christmas Eve — perhaps due to last minute stocking stuffers.Tip for retailers
: Use location extension targeting
to encourage shoppers, who are near your stores, to choose you. If you already run local inventory ads
, which trigger if your product is in-stock at a store nearby, you can add location extension targeting and reach customers who are anywhere from 0.4 to 40 miles from your store.
For more tips and tricks this holiday season, check out our Holiday Shopping Readiness
guide and Holiday Shopping Survival
guide. Elizabeth Fabiani, Product Marketing Manager, Google Shopping
1 Google Data, U.S., Aggregated anonymized internal data from a sample of US users that have turned on Location History, from the period November 1 2014 - December 25, 2014. Queries were considered in-store if they occurred within 20 minutes of a user visit to the store.
2 Google Data, U.S., Aggregated anonymized internal data from a sample of US users that have turned on Location History, from November 28, 2014, Eastern Standard Time
3 Google Data, U.S., Aggregated anonymized internal data from a sample of US users that have turned on Location History, from the period November 1 2014 - December 25 2014.
- Introducing Google Compare for U.S. mortgages
Buying a home is a major financial decision — so when it comes to getting a mortgage, people want an easy way to understand and compare their options online. That’s why we added a mortgage calculator to organic search
earlier this year. Yet nearly 1 in 2 borrowers still don’t shop around for their mortgage and often feel like they don’t have enough information to make an educated choice.1
To help them make confident, more informed financial decisions, we’re introducing the newest addition to our suite of Google Compare products: mortgages, which we announced
earlier this year and is now available in California with more states to follow.Google Compare
for mortgages provides a seamless, intuitive experience that connects lenders with borrowers online. Whether you’re a national lender or one local to California, people searching for mortgages on their smartphone or desktop computer can now find you, along with a real-time, apples-to-apples comparison of rate quotes from other lenders — all in as little as a minute. Borrowers can also see ratings and read helpful reviews, and enter relevant information — like loan amount, estimated credit score, or home value — to receive rate quotes that match their needs. They can then visit your website to apply directly online or over the phone through one of your agents or loan officers.
Here’s what some of our partners are saying:
“Zillow Group and Google share the same vision to first and foremost empower consumers with comprehensive access to valuable information that helps them make confident, more informed financial decisions. This partnership allows us the unique opportunity to help borrowers by providing them with the industry’s most accurate, real-time information about home loans and mortgage lenders
.” - Erin Lantz, Vice President of Mortgages, Zillow Group.
“We’re thrilled to be a part of Google Compare, further helping to connect prospective borrowers with qualified mortgage providers as the transition to online lending accelerates. The choice and convenience offered to consumers is imperative when loan shopping online, and Google Compare makes the process even easier
.” - Doug Lebda, Founder and CEO of LendingTree
Participation in Google Compare is based on a flexible cost-per-lead (CPL) model, however payment isn’t a factor in ranking or eligibility. You can learn more about joining Google Compare by reaching out to your Google account team.Posted by Nicolas Wk, Director of Product Management, Google Compare
1 Consumer Financial Protection Bureau, January 13, 2015
- Appy holidays: ‘Tis the season of downloads, make sure your app is part of this seasons’ activities
The holiday season is around the corner and it’s a time of opportunity for app marketers — more people will be shopping on their mobile devices in shopping moments
, and phone sales generally go through the roof on and around Christmas Day. Millions of apps will be downloaded as people customize their new devices. Shopping also doesn’t end after Christmas passes — the post-holiday season is enormous, with 58% of holiday shoppers planning on taking advantage of post-holiday sales and promotions.1Top Tips for an Appy Holiday
For app marketers, the pre and post-holiday bump in traffic and purchases is a gift — so we got our experts together to help you get ready. Here are our 4 top tips to ensure you’re in the right place at the right time this holiday season.
1. Be there for the seasonal mobile bump with Universal App Campaigns.
With just one campaign you can drive app discovery across the entire Google network. Drive app installs at your target CPI throughout this peak period across Google Search, Google Play, YouTube, and the Google Display Network. It’s fast and easy to set up and reaches customers whether they’re already in an app, searching for new apps, watching YouTube, or browsing the web.
2. Enhance your Play Store Presence for Christmas DayOne in four
app users discovers an app through search2
and now you can run ads exactly where users are searching for apps — on Google Play
. And once you’ve gotten people to your Play store listing, make sure you’re turning visitors into installs by running Store Listing Experiments
in the Google Play Developer Console. Use experiments to test variants of graphics and text on your Play Store listing and choose the option that drives the most installs.
3. Get Your App on New Phones
Customers personalize their new phones around the holidays. These happy new phone owners will be looking to personalize their gift by installing new apps after unwrapping, and New Device Targeting
will allow you to reach them during these exciting moments. Use this easy and quick targeting option in your AdWords app install campaigns within the 'Interest & remarketing' section, adjust your bids based on the value of those users and see your user base grow.
4. Engage holiday shoppers with video
Video is a great medium to reach new app users — the average YouTube user is 2x more likely to download apps.3
It is particularly useful for retailers, as 42% of online shoppers use video as part of their pre-purchase research, and 64% use YouTube to find products.4
Make sure you’re using your latest video assets not just for brand building but for driving app installs as well. You can show up alongside relevant content, or target viewers with interests related to your app with YouTube app promo
. It’s now easier than ever to control costs with our new new bidding
feature that lets you cap at your own target.
We hope with these tips, you have a successful, merry, and appy end to the year!Posted by Alexandra de Sá Moreira, Global Product Expert, Search Apps
1 Google / Ipsos MediaCT, Consumer Holiday Intentions Study, Sep 2015.
2 Google / Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015.
3 Internal Google data, 2014.
4 2 U.S. Statistics, Google Consumer Surveys, March 2014. Surveyed: YouTube, Hulu, ESPN.com, Facebook, comedycentral.com, Tumblr, Instagram, Vimeo, AOL, MTV.com.
- Avoid Post-Turkey Crowds and Shop YouTube’s Awesome Stuff Week Gift Grab
Watchtime for product review videos on YouTube has grown more than 20% in just the past month as shoppers turn to video to research products before the holidays.1
In fact, one in every four shoppers say online videos are their go-to source for gift ideas.2
This week, one of the biggest shopping weeks of the year, we’re helping consumers discover the best products to grab with our third Awesome Stuff Week
, Gift Grab.
Creators such as Lamarr Wilson
, Unbox Therapy
, Feast of Fiction
, Erica Griffin
and Hot Pepper Gaming
, will share their take on the top trending toys, video games, consumer electronics and housewares to help shoppers prepare for Black Friday and Cyber Monday. Best of all, they can avoid the post-turkey crowds and cross items off their holiday gift lists by shopping the products in each video.
|Lamarr Wilson shares his take on this week's top trending toys|
For AdWords advertisers running Shopping campaigns, Awesome Stuff Week provides a new opportunity to showcase products alongside contextually relevant creator content. Show your products
on these videos by making sure your Shopping campaigns are opted into search partners
within your campaign settings.
Lastly, discover the latest shoppable videos by subscribing to the Awesome Stuff Week YouTube channel
and tune in next week when creators reveal the best beauty tips, recipes and last minute holiday gifts, with Awesome Stuff Week Unwrapped.Vikram Tank, Product Marketing Manager, Art Copy & Code
1 Google Data Oct 17-Nov 16 vs. Sept 17 - Oct 16, 2015. United States. Classification as a "product review," was based on public data such as headlines, tags, etc., and may not account for every such video available on YouTube.
2 Google / Ipsos MediaCT, Consumer Holiday Intentions Study 2015
- Google Helps You Shop Between Holiday Cooking and Tree Trimming
This fall, shopping-related searches on mobile surpassed desktop, signaling a shift from shopping marathons to shopping moments
To help shoppers more easily discover, browse and buy on mobile this holiday season, we’ve redesigned Google Shopping to be incredibly fast, seamless, and intuitive.
Here’s a look at what’s new:Helping shoppers narrow down options
Shoppers often don’t know the exact product they’re interested in — forty-percent of shopping searches are on broad terms — so they turn to search to discover and explore.2
With the new mobile redesign, if a shopper searches for droids, we’ll show the most commonly searched categories to help her narrow down her search. Similarly, if she searches on Google Shopping for tricycles for kids
, we’ll show tricycles grouped by attributes that people commonly shop by: features, brand, and price
. This gives her the freedom to discover what she might want in a more organized way, while helping drive more qualified traffic to your site.
Browse by Scrolling and Swiping
Once a shopper’s narrowed down her options, she can now easily browse through lots and lots of products without having to load entirely new pages to see more. She can get a feel for a specific product, such as a Lego Starwars Turbo Tank
, that she's interested in by tapping on the product, flipping through images, skimming reviews and scanning product info. She can easily swipe to the next product or dig deeper into specs, features, and even videos to learn more about what you offer.
When she knows exactly what she wants, and searches for a chromecast
, for example, we’ll surface more information upfront. She can see which merchants carry the product, which stores have it in-stock,
and also get a quick glance at reviews and manufacturer details.Driving shoppers In-store
Lastly, if she’s out and about it’s important for her to know what products are available nearby. One in four people who avoid stores do so because they don’t know if a product is in-stock.3
Now, if she searches for olaf toys near me
or applies the available nearby filter, we’ll show a map of stores closest to her with the toy in-stock.
This new mobile experience makes it easier for shoppers to discover and explore products. To make sure they’re browsing and exploring your products, follow the tips in our Holiday Shopping Readiness
and Holiday Shopping Survival
Happy Holidays!Posted by Karen Corby, Senior Product Manager, Google Shopping
1 Google Internal Data, shopping-related searches defined by those that trigger a Shopping ad, October 2015.
2 Google Data, anonymized, aggregated searches that trigger a Product Listing Ad, US, November, 2015.
3 Google, Ipsos MediaCT and Sterling Brands, Digital Impact on In-Store Shopping, Published on Think with Google, May 2014.