Google Advice on What eCommerce Retailers Should Expect from Christmas 2022
We’re well and truly into the business end of the year in Retail terms, so it was wonderful to recently attend the Google ‘Path to Peak’ event at The Foundry, Dublin where we were treated to a host of learnings and insights that will help Retailers navigate Q4 trading. We’ve recently looked at this topic ourselves, and our findings on Peak Trading can be found here.
Key takeaways from The Path To Peak:
- We hear it every year, but Peak Trading for Christmas is starting earlier and earlier 🎄
- The move online is here to stay, but we should be thinking omnichannel and multi-touchpoint, as ROPO is so key – especially for gifting 🎁
- Customers will be discount sensitive, given the cost of living crisis 💰
- Only 17% of Gift Shoppers know exactly what they want to buy, when they start out
- Only 1 in 3 Gift Shoppers have a specific brand in mind when shopping for gifts online
- Customers are more open to trying new brands during peak & the power of suggestion & persuasion is crucial 👂
- Google recommend at three pronged approach for getting the most out of Ads at Peak
- Value Based Bidding
- Broad Match Targeting
- Responsive Creative
- They also say that Retailers should be harnessing the power of Google AI to make the most of our budgets and our time. Google are strongly recommending that retailers lean in to the power of machine learning, and focused extensively on the Performance Max functionality in Ads. Advertisers that use Performance Max in their Ads apparently see an increase of +13% in conversion 🧠
- Customer data security is paramount, so marketers will need to work harder and track smarter, to combat the cookie gap 🍪. They say we should
- Fully utilise the Google Tag to leverage your first party data
- Enable Consent Mode
- Set Up your Google Analytics 4 property ASAP
If you would like some strategic support for your Business at Peak (or any other time of the year), talk to Little Rock Digital today – contact us now
