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    Shopee deep link case study – Think with Google

    — Kevin Guan, Regional Online Marketing Manager at Shopee The results In general, 90% of Shopee conversions occur in the app. Before implementing deep links, approximately 20% of shopping traffic landed in the app. Today, Shopee is seeing 50% of shopping traffic land directly in the app, which represents a staggering 126% increase in checkouts. Take action Ultimately, deep linking helped Shopee deliver a seamless experience that made it easy for users to shop in its app. Moving forward, it plans to continue using deep links to optimize its app strategies and drive business growth. Read further. More

  • Talking Shop: Community Involvement - Think with Google

    Talking Shop: Community Involvement – Think with Google

    0:06 Keba Konte: My name is Keba Konte. 0:09 I’m the founder of Red Bay Coffee Company. 0:14 I’m an artist, an entrepreneur based here in beautiful Oakland, California. 0:15 Maxwell: Hey, my name is Maxwell. 0:16 I’m from Brooklyn. 0:20 I love making music, and I’m grateful to just keep making music. 0:25 Konte: You know, one of your songs, “Lifetime,” man, that song was just like ringing the truth, 0:27 and it was like an ode to the entrepreneur. 0:32 Maxwell: I made a promise to myself, like, if I was gonna get this opportunity, I promise 0:38 […] More

  • Oreo case study: Ad personalization at scale

    Oreo case study: Ad personalization at scale

    In India, Cadbury Fuse launched the “Don’t go far for hunger” campaign, which leveraged automation to drive consideration with specific audiences. Optimized creative combined eight consumer passion points, like cricket or Game of Thrones, with six other more tactical dynamic elements, including time, day of the week, and 63 geolocations, resulting in 92,000 unique, personalized assets. The campaign drove 80 million impressions, a click-through rate 2.6X better than the CPG benchmark, and a 50% increase in ad recall, all while dramatically reducing creative development and tracking time. Connect your infrastructure for speedy scaling Scaling empathetic personalization requires a symbiotic relationship […] More

  • Global Insights Briefing: One year into COVID

    Global Insights Briefing: One year into COVID

    Each month, the Google Ads Research and Insights team analyzes data sets of billions of recent search queries and consumer behaviors to develop a deep understanding of key trends. After almost one year into the COVID-19 shutdown, consumer confidence in a global recovery is slowly rising, although concerns remain. Many people want to stretch their money by prioritizing affordability without sacrificing value. This month, we see growing interest in budgeting, with searches for “low budget,” “affordable health insurance,” and “outlet online” on the rise. People also continue to search for wellness advice, like “best time to take vitamin” or “best […] More

  • Post-pandemic trends redefining video behavior

    Post-pandemic trends redefining video behavior

    Creators spend considerable time and effort building authentic connections with their audiences, and, as a result, they’re uniquely positioned to offer trustworthy brand and product recommendations. Take iJustine, for instance, who vlogs about all types of tech gear, from mobile phones to consumer drones. Her expert reviews are a resource that her fans have come to depend on. The unique role creators play in the customer journey has created opportunities for platforms like YouTube to offer more seamless shopping experiences. We’re currently beta testing a new offering that allows viewers to tap into the credibility and knowledge of their favorite […] More

  • Pandemic lessons about our marketing

    Pandemic lessons about our marketing

    That meeting was a catalyst. It made us ask ourselves: How do we leverage digital marketing for what it is — flexible, contextual, fast, data driven — versus trying to make it fit into the traditional marketing model, centered on broadcasting messages in mass mediums? From that point forward, we started building what we called “Team Adrenaline,” a team of creative strategists, digital evangelists, and innovative thinkers who help us make better work at the intersection of creativity, digital technology, and media. We set aside a budget for them every year to partner with internal marketing teams to push the […] More

  • How CMO’s are driving marketing changes

    How CMO’s are driving marketing changes

    The CMO’s first step is to set the expectation, across the marketing team and with partners, that campaigns should be measured in terms of business impact (such as revenue and profits) and not media or marketing metrics (like reach) alone. To get internal buy-in, collaborate with the CFO to develop a dashboard that tracks, in near real-time, the business impact of marketing investments. Then use the dashboard to constantly refine marketing investments, putting more money in the programs with proven results. To overcome any initial skepticism about the verity of the business impact dashboard, start in a particular geographic area, […] More

  • 1 year of Covid: 4 trends that will last

    1 year of Covid: 4 trends that will last

    Introducing more consumers to the benefits of such experiences is altering their behaviors and, more importantly, their expectations. In turn, more businesses and brands will stop defining digital narrowly as another “channel” for selling things, but instead as an enabler of transformative, user-first experiences that boost loyalty. Take Western Union, for example. The pandemic’s economic stressors created a situation where more people suddenly needed to send money to family and friends around the world, many of whom rarely use financial services. With many of its retail locations temporarily closing due to health restrictions, the company needed to continue to show […] More

  • Eli Lilly’s digital marketing transformation

    Eli Lilly’s digital marketing transformation

    Hard times often teach us important lessons. At Eli Lilly this past year, the pandemic taught us how critical it is to listen, adapt, and respond to changing customer needs. As a pharmaceutical company, we had a social responsibility to lean in and help people. In the pandemic’s early days, we took immediate actions, such as removing or updating TV and digital ads to better comply with COVID-19 guidelines. Reality set in quickly that we were in a prolonged global crisis and needed to pivot our marketing strategy to keep up with rapid shifts in consumer behavior. Data became our […] More

  • How the pandemic has changed gift giving

    How the pandemic has changed gift giving

    In addition to combing through search data, Google teamed up with The Green Room Collective to conduct in-depth interviews with consumers in the U.S. to understand their motivations. We observed three behavioral shifts. Making up for lost time, lost experiences Proms, graduations, birthdays, family vacations. A lot of milestones were dramatically altered or outright canceled in 2020. So before even getting to gifts for such occasions, people tried to make up for the fact that they were lost in the first place. Judging by searches, many people tried to recreate experiences at home. Searches for “how to celebrate” (“how to […] More

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