Google search trends data shows that searches for "online shopping" and "delivery" increased by 140 per cent last year, as consumers turned to digital resources during the COVID-19 pandemic.
As a result of this, Google has developed two new tools to help businesses understand and respond better to these shifting public trends:
The first is a new insights page within Google Ads, where marketers can see contextual and automated insights to help them adapt their business faster in a more dynamic world.
The second is an "opt-in" option for marketers to automatically apply certain campaign and performance recommendations. This means that every time Google's algorithms detect an opportunity to improve a campaign, brands can implement these recommendations from Google's real-time insights, powered by machine learning. This instantly enables them to be fast and helpful for their consumers and save time.
In a blog post announcing the move, Matt Brittin, President for Google Europe, Middle East and Africa gives examples of how the new tools have already boosted businesses.
"Body&Fit, an Irish company offering sports nutrition, food supplements and dietary products, was affected by a decline in in-store sales and international shipment delays during local lockdowns" said Brittin. "By using health and fitness insights across a number of countries, the brand was able to find new opportunities for growth and even expanded into new markets. As a result, by the end of last year, it saw a 90 per cent year-over-year increase in revenue."