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Marketing With A Different Lens: What You Can Learn From Other Retail Verticals Amid COVID-19

Mike Baber

The third quarter, under normal circumstances, is predictable for most digital marketers at large retail organizations. Prime Day and its halo effect mark July. Back-to-school shopping peaks in August. Purchasing cools slightly in September before accelerating in the critical fourth quarter. Throughout it all, e-Commerce takes an ever-larger bite out of the sales pie.

But Q3 2020 will look much different. E-Commerce will take an unprecedented bite out of the sales pie. Prime Day is happening later in the year. Back-to-school shopping trends will take shape as states decide when and how to reopen schools.

In looking at Google Ads performance among a sample of enterprise U.S. retailers, revenue across shopping and paid search campaigns grew 26% year-over-year in April.

What was once predictable is now actively in motion. The good news is that many digital retail marketers are successfully operating with agility. In looking at Google Ads performance among a sample of enterprise U.S. retailers, revenue across shopping and paid search campaigns grew 26% year-over-year in April, while return on ad spend (ROAS) improved 33%. Orders from these campaigns more than doubled those of last April.

We’re seeing successful advertising tactics arise in many retail verticals for different reasons. For instance, many electronics retailers are seeing results with remarketing audiences, while sporting goods is excelling at ad efficiency. What can you learn from other verticals as you continue to drive your advertising efforts through the second half of the year? Take a look at these seven lessons.

1. Strengthen investment in channels where it’s easier to move budget in and out.

The apparel sector has faced many challenges around surplus inventory over the past few months. With pools and beaches beginning to reopen across the country, demand for summer products will tick up in the coming weeks. Google Ads revenue was up 15% in April, with a 17% stronger ROAS, for enterprise apparel retailers.