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Decoding Decisions: Marketing in the Messy Middle of Google Search

Consumers are spending more time making decisions and considering more brands, stores, and retailers. This is especially true in the "messy middle" of the online shopping journey, where consumers are actively searching for information and comparing options before making a purchase.

Understanding the Messy Middle of the Consumer Purchase Journey

The "messy middle" is the period between initial interest in a product or service and the final purchase. It's a critical stage in the consumer decision-making process, where consumers are actively seeking information and comparing options.

• Consumers are increasingly overwhelmed with choices and digital noise.
• About a third of consumers globally are now spending more time making decisions.
• Consumers are more willing to switch retailers than product brands, especially when price is a factor.

Google Search & Marketing in the Messy Middle

Google Search is a powerful tool for marketers looking to reach consumers in the messy middle. However, competing against big names with big budgets can be challenging.

• Behavioral science principles can be applied to Google Search ads to improve ad click-through rates.
• Experiments show that even second- and third-ranked brands can win a higher proportion of ad clicks.

Boosting Brand Websites with Behavioral Science

Brand websites are a valuable asset in the consumer decision-making process. However, if shoppers don’t feel confident about a purchase, they won’t click 'buy'.

• Behavioral science principles can be used to optimize website content and increase customer confidence.
• By incorporating behavioral science principles, marketers can increase both customer confidence and sales.

Optimizing Points of Sale with Behavioral Science

Even simple applications of behavioral science can have a significant impact on consumer decision-making at points of sale.

• Shoppers are more willing to switch their preferred choice of retailer than their preferred choice of product brand.
• Behavioral science principles can be used to influence purchase decisions, even without offering a discount.

Applying Behavioral Science in Real-World Marketing

The report "Decoding Decisions: Marketing in the Messy Middle" reveals how behavioral science principles can be applied in real-world marketing scenarios at scale.

• It provides practical guidance on how to optimize Google Search ads, brand websites, and points of sale.
• It explores the information-seeking behaviors marketers need to identify, understand, and address.
• It helps marketers adapt to new and changing demand and provide consumers with the products and experiences they seek.

Download the Full Report

The full report "Decoding Decisions: Marketing in the Messy Middle" is available for download and provides a comprehensive guide on how to leverage behavioral science to improve marketing outcomes in the messy middle of the consumer decision-making process.