SHOW ME WHAT’S GOOD
• GOOGLE SHOPPING & AD TECH

In The End Its All About Trust
10% Increase in Google Shopping Ad Revenue

OPPORTUNITY

In 2023, Amazon accounted for 40% of all US online sales and is the second-largest advertising platform after Google. A study found that Amazon's ads are highly customer-centered, timely, and seamless within the platform, while Google's ads are slightly less customer-centered despite representing a larger portion of advertiser spend. To understand the factors contributing to Amazon’s success, I conducted a deep analysis of user perceptions of Amazon ads and Google shopping in the context of the holistic shopping journey.

My overall goal was to provide insights for designing ads and features that drive shoppers to prefer Google by comparing the strengths and weaknesses of both platforms. Additionally, we sought to understand how shoppers make choices about where they shop, what works or not during those experiences, and which factors will ensure preference for shopping with Google.


APPROACH & STRATEGY

In my competitive analysis, I used various research methods to understand usability, customer sentiment, interactions, and experiences. I also mapped key journeys, analyzed the strengths and weaknesses of features, formats, and ad frequency, and identified use cases, key value propositions, and trends to inspire innovative solutions. Additionally, I compared perceptions of sponsored and organic experiences between the two platforms.


PROCESS & METHODS USED

Research & Strategy
Competitive analysis, Diary study, Survey, Structured interviews, Contextual inquiry, Content analysis, Usability, Future Mapping.

Using d.Scout, I began my inquiry with a diary study capturing the shopping habits and preferences of 34 participants from the US and UK. First, our shoppers completed a survey assessing their attitudes, values, preferences, and habits when shopping and the role of ads in that process.

Then, as participants video recorded their search for a high investment and a low investment item to purchase, they shared how ads featured in their shopping journey, and their observations on the efficacy of different ad formats encountered along. We also probed their reasons for choosing to shop on either Amazon or Google and the perceived strengths and weaknesses of both.

This diary study was followed up with 90 minute 1-1 zoom interviews with all participants. This allowed me to capture more detail around their diary study responses, and to engage in a contextual inquiry with structured question sets to capture deeper insights from the participants. I actively observed their shopping process for usability issues, questioning choices and comments, while also co-designing or eliciting feature ideas that would drive their choice of a shopping platform.

With ads inherent in the shopping journey, we analyzed 7 different ad formats on Amazon, and 4 different Google ads to understand if and why those ads were helpful and welcome in their process. Finally, we discussed their values and how they impact their choice of a retailer, particularly between Amazon and Google Shopping.

Research artifacts are confidential. I am happy to share details in a zoom call.