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Web 2.0
12/04/2009
During this 2009 holiday season, online retailers are paying even closer attention to what consumers are searching for on Google. And with the help of Google Insights for Search, marketers can turn this data into a financial gold mine by specifically targeting their holiday paid search campaigns and other search engine marketing strategies to the keywords and search terms that shoppers are using the most.
Adaptation to the economy is a must
With the anticipated downturn in retail shopping in-store, retailers are wisely focusing their marketing efforts on ways to capitalize on projections which show that online sales are set to increase, as they have steadily each year.
But in order to effectively promote their goods and services via search engine marketing, retailers must hone in on Google search data results which show that consumers’ top strategies for shopping this holiday season include saving money and waiting until the last minute to purchase gifts.
For consumers, it’s all about the savings
Findings from Google and OTX research both indicate that about 59% of consumers have started shopping, but 90% are still not done. Why? Shoppers are waiting for more deals.
As of November 23rd, 2009, the top ten search terms were: 2009 Black Friday, Walmart Deals, Black Friday Walmart, Best Buy Deals, Black Friday Ads, TV Deals, Online Deals, Online Black Friday, Laptop Deals and Black Friday Sales.
In response to this data, the National Retail Federation reported 9 major retailers were expected to offer Cyber Monday deals, which is an increase from approximately 84% in 2008.
Free shipping, coupons, and layaway reign supreme
In addition to seeking Black Friday deals, shoppers are also in search of:
Coupons and coupon codes-The search for online coupon deals have steadily risen over the past five years. In the US, the search for the keyword “coupon” rose by 8% and searches for “printable coupons” increased by more than 40% when compared to the same time last year.
Online searches for coupon codes have also increased by more than 20%, with two of the most popular related search terms being Holiday Coupons and Holiday Coupon Codes.
Online layaway & free shipping-Searches are up more than 40% for online layaway, while the demand for free shipping remains as high as ever. Searches are up 10% for free shipping this year and are up by more than 25% for free shipping codes.
What it all means for search engine marketers
With invaluable tools like Google Insights in their search engine marketing arsenals, web marketers can “compare search volume patterns across specific regions, categories, time frame and properties.” Insights helps retailers strategically and quickly target specific keywords and broaden their overall paid search campaigns in accordance with consumer demand.