If before the marketing strategy predicted consumers' behaviors linearly – from discovery, it was through consideration until the time of purchase – the rule today is unpredictability. In fact, this dynamic has not only changed, but it is still constantly evolving at full speed.
To meet these new demands, we have developed different formats of ads that play specific roles during the same journey. Why? By anticipating the objectives of buying the public and making a presence at the moments that matter, brands can gain more and more prominence and relevance.
Marking presence in the most strategic moments
In Brazil, almost 70% of the connected population resorts to searches before buying something new.
These moments of new discoveries and inspirations can be decisive for a brand to start a conversation. To explore these valuable opportunities for interaction, we have different possibilities.
Gallery is one of them, and stands out for being a highly visual format in Google's search. This feature allows brands to position themselves more prominently to promote products or services, or even to start a conversation with their customers at this crucial stage of consideration.
Be Seen to Be Remembered
For retail brands, when there is a need for stronger visual appeal, Showcase is a great choice. The immersive option in moments of inspiration and product discovery has led to the magazine Luiza getting a much greater highlight for its catalog – extensive and diverse – of products. And even better: with cost reduction.
According to Rafael Montalvão, Head of Marketing at Magalu, the experience exceeded expectations: “The new format has reduced our cost of acquiring new customers by 14% and is an excellent solution to show our product assortment, which grows rapidly.”
Complementing the offer of visual solutions for different journeys, Discovery campaigns enhance brand reach, interacting with people beyond the usual search. How it works: Ads reach YouTube feed, are shown in the Gmail promotions tab and even on Discover's own feed.
Complementing the offer of visual solutions for different journeys, Discovery campaigns enhance brand reach, interacting with people beyond the usual search. How it works: Ads reach YouTube feed, are shown in the Gmail promotions tab and even on Discover's own feed.
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