Among the trail of carnage the pandemic left in its wake, one industry that was able to ride the opportunity and come out on top was the homeware sector. Consumer search behaviour throughout 2021 showed a rise in demand for home and garden products as the UK entered the year with its third (and hopefully final!) national lockdown and another Spring from the comfort of our own homes was on the cards.
We've taken a look back at what we learned from the Homeware sector over the past 12 months in a bid to predict how homeware retailers can capitalise on PPC throughout 2022…
With access to search volume data and trends we can be proactive in getting ahead of the curve.
Trends data suggests that increased search for ‘homeware’ will last until April/May. This coincides with increased search volume surrounding ‘home improvements’ in 2021. As you’d expect, this sees significant increases From January onwards so it is important to capitalise on this as early in the year as possible when users are in their research stage.
Improving store visits with Local Campaigns has proven strong in our initial tests throughout 2021 and will be a key driver for 2022. Initial results show that Local campaigns drove a high number of engaged users illustrated within the increased level of local actions (store directions) attributed to the campaign - a 91% increase on the previous campaign structure!
Search terms including ‘finance’ or ‘klarna’ also saw notable increases in 2021, with the option to ‘buy now pay later’ or pay in three proving a huge driver to get users to a point of purchase with lower/more manageable financial commitment that would have previously caused hesitancy. If this is something you offer, make sure this USP is evident within all ads - it could be the final driver the consumer needs to take that basket to a conversion. Other key drivers we found throughout 2021 include customer reviews, delivery costs and easy/free returns.
Search Growth for Home Decor & Interior Decorating, Home Furniture:
If you’re looking for a little more help or guidance on how to capitalise on Paid Search throughout 2022 you have a few options:
- Access a free audit from our team where we’ll highlight areas for improvement and opportunity.
- Book a call with our team if you’d prefer to just pick up the phone.
- Check out our recent work if you’re keen to see what we’ve achieved for our clients.