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Across India, people turn to Search to find instant answers to their problems, big or small. But their searches don’t always look the same, even when they have the same intent.
Whether they’re on the lookout for a new car or planning their next holiday, the research journeys of people in India are highly unique. For one, they’re embracing more ways to search. Visual search tools are rising in popularity, with more people using Google Lens in India every month than in any other country worldwide.
People also often ask disparate questions in multiple variations as they research, such as when they’re at different stages of their shopping journeys. For instance, queries like “how to make reel using phone,” “smartphones under Rs 20000,” and “best gift for mom” might seem unrelated at first glance. Yet they all paint the same picture of someone who’s open to buying a new phone.
As more people in India turn to Search to make their purchase decisions — the recent Diwali and Navratri holidays saw over 90% of festive shoppers using Google Search to shop — it’s more important than ever for brands like yours to show up for every possible way your customers are searching. And you can do so with Google AI-powered tools like broad match, which are evolving to understand people’s search queries on a deeper level and identify intent.
By tapping into the power of broad match to fuel value-based bidding, you’ll drive business results and unlock greater performance. On average, campaigns that use conversion-based bidding strategies see up to 35% more conversions when using broad match keywords. Watch our latest video to learn how you can connect with the right customers in the right moments.