The statistics uncovered in the report – an analysis of millions of high-growth searches around the world – suggest that while we can cautiously embrace relaxed restrictions in some areas, in others we’re not yet ready to let go of habits last forged over two years.
So what does all this mean for marketers?
The 2021 B2B Year in Search report shows us a world still navigating uncertainty and redefining what normal looks like.
The statistics uncovered in the report – an analysis of overseas chinese in worldwide database millions of high-growth searches around the world – suggest that while we can cautiously embrace relaxed restrictions in some areas, in others we’re not yet ready to let go of habits last forged over two years.
So what does all this mean for marketers?
Search is the language of demand
Fluctuating consumer behavior presents both challenges and
who sells a quality product or service opportunities for businesses. It’s essential to be agile, moving quickly to meet real-time demand and being efficient in deploying budgets. Knowing when demand is declining is just as important as recognizing when it’s increasing. And Google Search data provides that insight. For example, people remain careful in their approach to socializing, as demonstrated through a 150% increase in searches containing “near me with outdoor seating.” To be there, successful marketers need to be fast and helpful, starting with search.
Adopting modern search campaigns
Modern search campaigns embrace automation across bidding, keyword targeting, and creative. And a critical component of modern search campaigns is the combination of broad match keywords and Smart Bidding, which can help marketers keep pace with rapid changes in consumer behavior. Using broad match in conjunction with Smart Bidding allows
sms to data advertisers to show up to all users with search intent related to their business, even in the face of changes in user behavior, while still ensuring business goals are met. Broad match helps you cast a wide net, and Smart Bidding lets you focus on what you want to capture.
Your goal might be to increase sales by maximizing conversions, hitting a particular cost per acquisition. Or more mature marketers might choose to optimize for profit or even lifetime value by achieving a certain level of return on ad spend. Businesses that set the right goals and know how to properly value conversions will be set up to deliver even stronger results.
In 2021, marketers learned how readiness, speed, and agility are critical to building resilience. Google Ads provides the tools needed to respond at speed and scale—reaching the right audience, with the right message, at the right time, and at the right cost.
