Alistair Rennie and Sian Davies have been analyzing the “messy middle” of the consumer purchase journey since 2019. Their latest research shows how behavioral science can be used to increase the effectiveness of Search ads.
Consumers contend with a huge amount of choice and information as they navigate the complex online path to purchase. Our new research at Google has uncovered specific strategies for marketers to navigate this “messy middle” of the purchase journey and ensure your brand is in the right place with the right messaging for consideration and purchase.
We discovered how to help shoppers make purchasing decisions in our Decoding Decisions research, and now we’ve applied these insights to Search ads. We ran 96,000 simulations with 12,000 shoppers across 12 products to understand what makes brands — and their ads — stand out on a Search results page.