Excerpt from Association of Internet Research Specialists
Google used to own search. Now 65% of consumers start searching for products on Amazon or other retail sites – bypassing search engines completely. As a result, the Alphabet, Inc subsidiary has made moves to a) win back this product search traffic, and b) move down-funnel to become a bigger part of the shopping process.
Just two weeks ago at Google I/O they announced all the new places they'll capture queries: in the home (Google Home), in messenger (Allo), on video (Duo), in-app (Instant App), and elsewhere on the web.
And though it's not the flashy stuff of conference stages, the company's recent introduction of Shopping ads in image search results, and new local inventory ad features are no less significant. By allowing users to comparison shop and buy within all their personal search results, they continue their shift toward e-commerce (perhaps you've heard of Google Flights?).
Travel brands can learn two things from Google and its recent moves:
First, travel websites are search engines for travel shoppers. Just like most users start with Amazon when looking for products, travelers start with suppliers, meta sites, and OTAs. This means there’s big opportunity for brands to provide search-results-like customer utility, and be rewarded handsomely for it.
Second, customization and personalization are not nice-to-haves anymore. Strategies for customization are a must, and this applies to ad strategies as much as to on-site experiences.
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