Good morning Marketer, are you searching for answers to your back-to-school questions?
According to Microsoft’s Christi Olson, more parents and teachers than ever are turning to search to get advice, look for answers, shop for materials, and find humor through the uncertainty as kids go back to school.
“While the world adapts to a new normal, consumers are turning to search to ask questions and fulfill intent,” Olson wrote. “For back to school season, know that virtual and online schooling is top of mind, and parents are leveraging search to know and do more.”
As a result, she explained, marketers are planning to increase their spend this year on digital advertising in the back to school season – while still prioritizing e-commerce strategies and flexibility. For brands and advertisers, it’s a welcome opportunity to provide the answers users are searching for when they need it most.
“Consider how you might adapt your keyword, bid and audience targeting strategy to account for the tapestry of varying school experiences and how those differ by school district. If you’re a retailer, consider how shopping campaigns, ad extensions and responsive search ads can help you to get your products in front of parents trying to build the proper school environment at home,” Olson recommended.
Taylor Peterson,
Deputy Editor
