Forrester Report: A Faster Pace for Retail Paid Search
Posted:
Wednesday, September 17, 2014
The real-time imperative
Real-time matters in retail search because external events continuously affect demand. Whether planned events like Black Friday, or unplanned ones like the next big snow day, campaigns that were optimized for demand are suddenly altered by new market realities. The speed at which a retailer’s search management tool can “see” the new behavior and adapt to it will help to determine how successful campaigns are over time, and because events can shift quickly, speed is ever-more important for success.
We know how important it is for our retailers to be running profitable campaigns with a minimum of ongoing manual effort. It’s why we’ve consistently invested in tools to be faster. From instant conversion data and intra-day bidding to integration with Google Merchant Center for ad creation and management, we’re committed to developing tools to support speed in search.
Understanding how retailers use real-time
Today, in partnership with Forrester, we’re launching a study that shows how retailers access and use real-time tools to stay ahead in the digital game.
What we found was… opportunity
According to Forrester’s survey, only 20% of retail search marketers have access to real-time conversion data, and less than half can see conversions before the next business day.
In addition to response times, we found that, on average, marketers are only able to merchandize about half their inventory in search ads, even though long-tail products can represent a significant revenue opportunity.
Get the full report
For all the results, along with Forrester’s recommendations for retail search success, check out the full report at Think with Google. To get the latest research, communications and case studies from DoubleClick, sign up for one of our newsletters.
Real-time matters in retail search because external events continuously affect demand. Whether planned events like Black Friday, or unplanned ones like the next big snow day, campaigns that were optimized for demand are suddenly altered by new market realities. The speed at which a retailer’s search management tool can “see” the new behavior and adapt to it will help to determine how successful campaigns are over time, and because events can shift quickly, speed is ever-more important for success.
We know how important it is for our retailers to be running profitable campaigns with a minimum of ongoing manual effort. It’s why we’ve consistently invested in tools to be faster. From instant conversion data and intra-day bidding to integration with Google Merchant Center for ad creation and management, we’re committed to developing tools to support speed in search.
Understanding how retailers use real-time
Today, in partnership with Forrester, we’re launching a study that shows how retailers access and use real-time tools to stay ahead in the digital game.
What we found was… opportunity
According to Forrester’s survey, only 20% of retail search marketers have access to real-time conversion data, and less than half can see conversions before the next business day.
In addition to response times, we found that, on average, marketers are only able to merchandize about half their inventory in search ads, even though long-tail products can represent a significant revenue opportunity.
Get the full report
For all the results, along with Forrester’s recommendations for retail search success, check out the full report at Think with Google. To get the latest research, communications and case studies from DoubleClick, sign up for one of our newsletters.