Businesses need to think beyond Google Ads and diversify their advertising channels to strengthen their audience base.
According to a McKinsey report, in most categories, there has been around 15-30% growth in consumers who purchase products online. To capitalise on this growth, businesses need an omnichannel approach and reach out to consumers on platforms other than those owned by Google.
For instance, if a brand can reach the same user with Google, Instagram and Snapchat ads, it is more likely to stay with the consumer. Mid-to-late September is the best time to start advertising for the shopping season, but the momentum should be consistent until the season ends.
The author also warns marketers against testing adverts during a big sales window. They should strategically plan their ad budgets for 2020 fourth quarter and consider logistical challenges.
[6 minute read]