Google's Shopping Insights tool has proven most useful for retailers. It helps them understand where customers are who are looking for their products and what devices (laptops, mobile phones) those customers are using. If a retailer has a store in that area, it can use those insights to plan marketing campaigns and promotions.

More than 87% of shoppers look for information before entering a store, 79% while visiting a store, and 35% after visiting a store, according to Google. So today's consumers are definitely smarter than ever. The key is to be one step ahead of them if you want to be able to fulfill their needs.

When consumers search for a product online, they most likely look for the following types of information:

  • Price of the item at the nearest store
  • Details about local stores (opening hours and contact details)
  • Availability of stock at the nearest store locations
  • Directions to the nearest store that carries the product
  • Other related products available in nearby stores

Accordingly, you should have that information presented in your ads, in content that appears on organic search results, and on your website, too.

Why the Google Shopping Insights Tool Is Helpful

It's helpful in...

  • Measuring consumer interest in a product at country, state, region, and city level
  • Comparing product demand across different geographic areas
  • Getting information on mobile and desktop use, to plan your campaigns accordingly
  • Comparing product demand during different shopping seasons

You can search for your products, and the tool will offer insights about your customers, such as where they are, what devices they use, and other important information. (Access Google Insights here.)

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David Chapman is the director of sales and marketing at Webrageous Studios, a PPC management firm based in Reno, Nevada. His expertise in PPC comes from managing accounts with monthly budgets of $30,000-$100,000, with a focus on mobile.

LinkedIn: David Chapman