Rethinking Search Strategies for Southeast Asian Consumers


Marketer takeaway: Measure the total sales value of your search ads by connecting store purchase data to your search campaigns. This will yield insights that will allow you to better optimize your ads to drive more revenue both online and offline. Use the results to adjust your digital campaigns by device type, location, or specific keyword or product category proven to drive consumers into stores. For example, Sephora used loyalty cards to match in-store purchases with online transactions to learn more about how its customers shopped.

The quality of a brand’s presence on search impacts perception and drives engagement

Today’s mobile-first consumers are used to having a wealth of information at their fingertips, so they expect brands to be helpful and relevant when they turn to search to learn more about products or services, find nearby stores, or make purchases. Whether it’s via search engine marketing or search engine optimization, it’s essential to meet consumers in their moments of need by showing up across search, especially at the top of the page where real estate is most valuable.

Forward-thinking brands that use the latest tools and technologies to maximize their presence on search are the ones that will come out on top.

Marketer takeaway: Ensure that your brand appears at the top of the search results page when users express interest in what you have to offer. Give users more reasons to engage with your brand with extensions, or drive sales with Shopping Campaigns. For example, MAGGI drove a 600% increase in incremental visibility and discoverability (by relevant audiences) with Dynamic Search Ads.

Success begins and ends with search

Search continues to be a key value-driver for brands. Don’t miss out on easy opportunities to inform and influence purchase decisions by being present on search throughout the customer journey—from the early research phase to the final purchase decision. Forward-thinking brands that use the latest tools and technologies to maximize their presence on search are the ones that will come out on top.

Think with Google

Methodologies

Google partnered with Ipsos on custom research to uncover insights about how people use search and its role in people’s daily lives. In February 2018, online surveys and offline face-to-face interviews covering both urban and rural areas were conducted with 9,000 respondents across five countries in Southeast Asia.

Respondents who answered the survey were smartphone users who access the internet at least once a month. The area of coverage includes (1) mobile and desktop search in Singapore and (2) mobile search for Malaysia, Philippines, Thailand, and Vietnam.

Google partnered with Kantar TNS on custom research to understand how people interact with brands on search results pages and to measure the impact of ad format and brand position on the page. In May 2018, lab tests were conducted with 210 subjects across Singapore, Thailand, and Indonesia.

Test subjects were required to wear eye-tracking glasses during the session and answer a combination of qualitative and quantitative survey questions at the end of the session. Verticals included are CPG, Finance, Retail, Telecom, Technology, Travel, and Celebrity News.

A version of this was originally published on Think With Google

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