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Exclusive Valentine's Consumer Behaviour Insights

Valentine's Day is now just a couple of away and it presents brand with another excellent opportunity to flex their social advertising muscles. Love it or hate it, Valentine's Day has simply become too huge for marketers to ignore. Consumers around the world have started digging into their pockets in order to buy a loved one a gift in time for this special day. That's why we think it's important for advertisers to know about some of Valentine’s Day's most valuable shopping insights in order to effectively capitalise on this golden opportunity.

Valentine's Google Search Insights

According to Google Internal Data, every year, there are over 49 million Valentine’s Day related Searches in Northern Europe. This can only mean one thing, it's an important and unmissable time for advertisers to reach potential customers around the world! In this case, however, we'll be shifting our focus to the Netherlands specifically and how consumers there tend to behave during the period around Valentine's Day. 

You can find our recently created, all-inclusive white paper here, although we'll briefly run through some of these interesting and important insights in this short blog.

In the Netherlands, every year, approximately 19 million Valentine's Day related searches are made on Google. Considering the Netherland's population is just over 17 million that's quite an impressive figure! And in case you didn't know, it is TODAY, February 12th, that Valentine's Day searches on Google start peaking! So if you haven't prepared anything for Valentine's Day yet, you've still got a bit of time left!

Other interesting facts are:

  • 70% of consumers between the ages of 18-30 shop online for Valentine's Day.
  • 57% of Valentine's Day searches are made on mobile.
  • 79% of people leave buying their Valentine's gifts quite late!

In need of some key advertising tips for this lovey-dovey period?

Well, here's one for you: For Google Shopping, if your primary objective is sales, use Smart Shopping campaigns to automatically optimise the conversion value. Enjoy an average of 20% more conversion value for the same cost, while simplifying your campaign management and reducing overall time-waste. And when it comes to Google Search Campaigns, make sure each ad group is focused on one specific theme, directing to a single landing page. The more relevant the ads and landing pages are, the higher the chance is that the user will click through and convert, eventually helping you meet the conversion goals you have set.

Craving more of these types of insights, exclusively provided to us by our Partners at Google? Then you won't want to miss out on this whitepaper!

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