The Bing Ads research team also conducted a study specific to Consumer Packaged Goods (CPGs) to understand the impact of search visibility on other online channels. What they found is that if a shopper is exposed to a brand ad, they are two to five times more likely to visit a product page for that brand on a retail marketplace like Amazon. Being present in search creates brand awareness, which can lead to conversions on other online channels. Impact of disabling search and relying solely on in-market advertising
Many brands choose to use distributor sites to sell their products, especially in the CPG segment. Retail sites such as Amazon and Walmart provide immediate online storage through their marketplaces and are great retail engines in their own right. Today's marketers jewelry retouching service need to test and find the right balance between search and product advertising on retail sites. Search marketing and in-market advertising complement each other and help support consumers at every step of the retail consumer decision journey.
Marketers should invest in both of these channels – not showing up in search can have detrimental effects, especially when it comes to your competitors. The Bing Ads research team conducted a study to understand the impact of disabling paid search campaigns throughout the consumer decision journey. The study involved asking a large CPG advertiser to suspend its Bing Ads campaigns in February 2017 and reallocate budget to its distribution partners instead.