According to 'How Google can help retail: Connect', what should brands do to stand out to shoppers?

• A. Connect with shoppers along their purchase path
• B. Focus exclusively on price promotions
• C. Ignore brand messaging
• D. Limit ads to search results

Answer: (A)

Shoppers move through a purchase journey that spans discovery, consideration, and decision across many channels. The best way for a brand to stand out is to connect with shoppers along that purchase path—delivering relevant, consistent messaging at each moment and across the channels where they’re active. This approach meets people where they are, with the right message at the right time, helping the brand stay top of mind and trusted as they move from research to purchase.

Why this works: aligning with the shopper’s current need across multiple touchpoints amplifies relevance and recognition, not just a single tactic or moment. It leverages the full range of Google’s channels—search for intent, display and video for discovery, Shopping for product consideration—and ties them together with measurement to show impact on real outcomes.

In contrast, focusing only on price promotions narrows who you reach and can hurt brand value over time, ignoring brand messaging reduces recall and differentiation, and limiting ads to search results misses other important moments in the journey and reduces reach.