It seems fairly straightforward. When people set out to shop for an item or service, they hope to end up with the best possible outcome. But it turns out that \u201cthe best\u201d isn\u2019t an objective absolute. In fact, finding \u201cthe best\u201d isn\u2019t necessarily about finding the best thing that exists, it\u2019s about finding the best thing for your needs.<\/p>\n
It was pretty clear to us from consumer search data that people\u2019s quest for the best is still on the rise. Mobile searches for \u201cbest\u201d have grown over 80% over the past two years.1<\/sup>\u00a0And they\u2019re searching for \u201cbest\u201d for even the smallest stuff: We\u2019ve seen strong growth in things like \u201cbest toothbrush\u201d over the past couple years.<\/p>\n But Google wanted to understand what was driving people to search for \u201cbest\u201d and what the word meant to them. To better understand how people are defining \u201cthe best\u201d \u2014 and using it as a tool in their shopping \u2014 I sat down with Google\u2019s Head of Ads Research and Insights Sara Kleinberg to discuss what her team has been finding in Google data and hearing from consumers.<\/p>\n Sara Kleinberg:<\/strong>\u00a0With so many options and so much information online, consumers increasingly can and have to make decisions based on differences beyond quality, price, and basic features. The deciding factor is often personal criteria for that product and how it solves their individual needs. Convenience, for example, can enter the \u201cbest\u201d equation. One person told us, \u201cA taqueria 10 miles away might have 400 5-star reviews, but I'd be fine with a 4.5-star taqueria a stone\u2019s throw away.\u201d One person might be swayed by product features, whereas another won\u2019t. \u201cI don\u2019t care if a vacuum cleaner has a light on the front or an automatic cord winder. The best one for me is best at picking up pet hair,\u201d another person said. That\u2019s not to say price and quality aren\u2019t part of the picture. But how they fit in depends on the shopper. As one person said, \u201cI don\u2019t necessarily look for the best product in the market, but for something that would be the best for what I need the product for.\u201d<\/p>\n<\/div>\n<\/div>\n With so many options and so much information online, consumers increasingly can and have to make decisions based on differences beyond quality, price, and basic features.<\/span><\/p><\/blockquote>\n They\u2019re using search across the spectrum,\u00a0for items big and small<\/a>. Sure, people are still going to search for \u201cbest car\u201d or \u201cbest TV,\u201d but we\u2019ve also seen significant growth in mobile searches for things like \u201cbest face lotion\u201d or \u201cbest moisturizer,\u201d which have grown over 115% in the last two years2<\/sup>\u00a0(for example, \u201cbest moisturizer for face,\u201d \u201cbest face lotion for dry skin,\u201d etc.).<\/p>\n And they\u2019re looking for specific answers. It\u2019s not just \u201cbest car insurance,\u201d it\u2019s \u201cbest car insurance for me.\u201d It\u2019s not only \u201cbest shoes,\u201d it\u2019s \u201cbest shoes for standing all day\u201d or \u201cbest walking shoes for women.\u201d<\/p>\n We also see how \u201cbest\u201d takes on different meanings in different contexts. Someone searching for \u201cbest champagne\u201d is likely looking for different answers than someone looking for \u201cbest champagne for mimosas.\u201d<\/p>\n It\u2019s about confidence. We\u2019re seeing people do more extensive research for both big and seemingly small purchases so they can be confident they\u2019re making a good decision. \u201cGetting the most for my money\u201d is something people told us. That and they want to be sure they won\u2019t \u201clater regret buying the items.\u201d<\/p>\n Consumers told us searching \u201cbest\u201d helps save time by returning a curated list of fewer options or aggregated rankings, ratings, or reviews from consumers and experts. You can see the difference between search for results for\u00a0gas grill<\/a>\u00a0and for\u00a0best gas grill<\/a>. People also like seeing videos that show the product in action or are made by people \u201cjust like them<\/a>\u201d who had similar criteria. Corroborating all of these sources helps consumers feel confident that this choice is right for them too.<\/p>\n<\/div>\n<\/div>\n If I love something, I'm going to search far and wide until I find one that literally makes me quit searching.<\/span><\/p><\/blockquote>\n We\u2019ve actually had people tell us it\u2019s not always necessary to get the best thing. They\u2019re more discerning about getting the \u201cbest\u201d when it speaks to who they are and what they care about. That could be a category, like hiking supplies, or a trait, like someone who tries new things. As one person told us, \u201cIf you don\u2019t have as strong of an interest in a certain area, you don\u2019t feel you need to purchase the best. When you really care about something, I always seek out the best because it\u2019s something I take great pride in.\u201d \u201cIt's not important to always find the best out there,\u201d another said. \u201cBut if I love something, I'm going to search far and wide until I find one that literally makes me quit searching.\u201d<\/p>\n Since \u201cbest\u201d is personal, look at \u201cthe best\u201d and other specific search terms for your brand and category to confirm what needs consumers are solving for. Realize that specific searches can indicate a high-involvement purchase and clear intent. Someone searching for \u201cbest baseball bat for an eight-year-old\u201d or \u201cbest foundation for acne prone skin\u201d is likely spending time and energy evaluating you and cares about getting the best in your category. Ensure your content and search copy convey how your products meet these needs and that you show relatable, real-life use cases. Google\u2019s machine learning can automate keywords and ad creative to help you capture the various ways consumers are expressing this quest for the best.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n![\"\"](\"https:\/\/digitalmainstreet.ca\/wp-content\/uploads\/2018\/09\/Google-article-1024x421.jpg\")
<\/p>\n<\/div>\n<\/div>\nHow has online research changed the quest for the best?<\/h2>\n
How are people searching for \u2018the best\u2019? What kind of things do people search for?<\/h2>\n
Any insight into why getting \u2018the best\u2019 is important to consumers?<\/h2>\n
What kind of results do they expect to get back when they type in \u2018the best\u2019?<\/h2>\n
Have you seen any willingness to make trade-offs?<\/h2>\n
This all seems fairly nuanced. How can marketers turn this into an opportunity?<\/h2>\n