Download - Part1 Trends
Google Confidential and Proprietary
Google’s Powerful Tools
Steffen EhrhardtProduct Specialist Central-East Europe, Middle East & Africa
Google Confidential and Proprietary
My agenda
3 Tracking & Testing: Analytics and Website Optimizer
1 Planning: Trends
2 Setup: Bidding & Conversion Tools
Trends & Insights for Search
1. Insights for Search
2. Trends for Websites
Trends
Google Insights for Search
Google Insights for Search
• Insights for Search analyzes a portion of
Google web searches to show patterns and trends of what the world is searching for.
• With Insights for Search, you can compare
search volume patterns of multiple search
terms across specific regions, categories, and
time frames.
Product walkthrough | homepage
1. Search boxWorks just like Trends. Enter one term or compare multiple terms by clicking Add search term. Create keyword groups by using a plus (+).
2. Example queries
URL: www.google.com/insights/search
Product walkthrough | homepage
Categories
Category refers to the classification of industries or markets - commonly referred to as verticals.
When you select a particular category, the data for your search term will be restricted to that category.
For example, if you search the term “apple”, you may want to select a specific category like Computers & Electronics or Food & Drink, otherwise you will see all instances of the term across all categories.
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Product walkthrough | filters
You can choose to see data
for select Google properties,
including Web search, Image
search, Product search, and
News search.
Note: certain properties aren't
currently available in all
countries/territories.
Product walkthrough | results overview
Export function: Insights for
Search data can be exported
to .csv file
Product walkthrough | results overview
1. Switch between search termsShow rising searches related to each search term
2. Top related search termsRanked by selected search term.
3. Rising related queriesList of rising searches with the percentage growth compared to the previous time period. “Breakout”indicates that a search term is new.
Ranked search terms are identified
by other searches done in
proximity of the keyword search.
Insights for Search looks at broad
search patterns to identify the
context when a search term has
multiple meanings.
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Product walkthrough | results overview
1. Regional interest by search termEach search term has its own heat map. Click on the tab to select and
view another term.
2. Heat mapThe darker the color of the region, the more popular the search term is.
You can also watch how interest changed over time with the animated map feature.
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Product walkthrough | Interest over time
1. Search terms and graph legendTrends graph and news results by search term.
2. Search trafficThe highest point on the graph is scaled to 100, and traffic is scaled
appropriately.
3. ForecastFor some queries, search trends can be extrapolated from past values.
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Product walkthrough | embedding gadgets
Gadgets allow you to add
the graph or top rising
searches to your iGoogle
page or your own website
by generating a code of
html to embed into your
site.
Product walkthrough | compare by search terms
1. Enter search termsThe color next to the term corresponds to the results. You can use a plus (+) to group keywords together. Click Add search term to add more keywords. You can enter up to five keywords.
2. Trends over timePlots search terms and related news results.
3. Regional interestLists top regions with the highest volume by search term. For multiple search terms, you can select the term to rank by.
4. Region and city viewSwitch views between top regions and cities ranked by the highest volume by search term.
Product walkthrough | compare by locations
1. Enter locationsThe color next to the location corresponds to the results. Click Add location to add more countries/subregions. You can enter up to five locations.
2. Trends over timePlots the search term by location and highlights related news results
3. Regional interestLists top regions with the highest volume by search term. For multiple locations, you can select the region to view by.
4. Region and city viewSwitch views between top subregions and cities ranked by the highest volume of the search term.
Product walkthrough | compare by time ranges
1. Enter time rangesThe color next to the time range corresponds to the results. Click Add time range to add more time frames. You can enter up to five time periods.
2. Trends over timePlots search term by time period and highlights related news results.
3. Regional interestLists top regions with the highest volume by search term. For multiple time ranges, you can select the time period to view by.
4. Region and city viewSwitch views between top subregions and cities ranked by the highest volume of the search term.
Examples of use casesHow can Insights for Search help?
How can Insights for Search help?
1. Choosing advertising messages
2. Examining seasonality
3. Brand analysis
4. Marketing internationally
5. Entering new markets
We’ve created four examples you can use with your clients
to demonstrate the value of Google Insights for Search.
1. Choosing advertising messagesWhich message resonates best with customers?
Choosing advertising messages | example 1
• What are the top features/ marketing messages for a car manufacturer?
� Let’s compare three features:
fuel efficiency engine performancesafety
Google Insights for Search can help you determine what
message resonates best.
It appears that the most
searched for term is fuel
efficiency. You can also further
breakdown by regional interest
to see what message resonates
best amongst a specific country
or region.
Choosing advertising messages | example 1
2. Examining seasonalityTiming marketing campaigns
Examining seasonality | example 2
• When do people start shopping for Mother’s Day gifts?
� Let’s see when people start searching for gifts online:
Google Insights for Search has data going back as far as
January 2004, so it’s a great tool for examining seasonality.
Examining seasonality | example 2
It appears that year
over year, the search
traffic patterns are
consistent.
Interest in purchasing
Mother’s Day gifts
begin to increase mid-
April, peaking the
week before the
holiday, and again
right before Mother’s
Day.
Based on these seasonality findings, advertisers should begin increasing
their marketing budget and ensure that their campaigns are in place early to mid April. They should also anticipate the large number of last minute
shoppers buying gifts right before Mother’s Day.
3. Brand analysisBrand shifts over time
• What are the HP brand associations? How did perceptions change over
time?
� Let’s find out the related searches over different time periods:
Google Insights for Search gives you a view into how
your brand shifts over time based on related searches.
Brand analysis | example 3
Inferences:
• HP remains strong in the imaging and printing market - top searches in 2005 and 2007 were hp printer
• Laptops are gaining a stronger association with the HP brand. It shows as a top related and rising search term in 2007.
Brand analysis | example 3
4. Marketing internationallyLocalizing marketing messages
Google Insights for Search lets you compare related
searches to your brand across geographies.
Marketing internationally | example 4
• Are brand associations the same across geographies? What products and messages should Nike focus on when marketing internationally?
� Let’s find out the related searches across two geographies:
Inferences:
• Addidas is a stronger competitor in Brazil
• Brand popularity for Nike in Brazil relate to sports such as tennis and soccer, whereas in the US, Nike is associated with basketball, skateboarding and golf
Marketing internationally | example 4
5. Entering new marketsPrioritizing market entry
Google Insights for Search lets you see search trends by geographic regions, including subregion level.
Entering new markets | example 5
• Is demand and interest the same across geographies? Where should I focus my efforts for market expansion?
� Let’s find out what regions we should focus on when exporting wine:
Inferences:
• Interest appears to be greater in Spain and Argentina, but there may also be increased competition.
• If you decided to enter the Spanish market, you may consider centralizing distribution in La Rioja where there is higher interest.
Entering new markets | example 5
Trends for Websites
What, Why, Where, and How
WHAT Trends for Websites is a feature of Google Trends. It enables users to
find out more about their favorite websites including estimated site reach,
where the site is most popular, and related sites and search terms.
HOW Trends for Websites combines information from a variety of sources:
- aggregated Google search data,
- aggregated opt-in anonymous Google Analytics data,
- opt-in external consumer panel data,
- other third-party market research.
The data is aggregated over millions of users, powered by computer
algorithms, and doesn't contain personally identifiable information.
WHY Trends for Websites adds another layer to Google Trends, allowing users
to explore websites in addition to keywords.
WHERE trends.google.com/websites
Product Overview
Product Walkthrough
1. Enter the sites you want to compare. www is not needed, but the domain (.com) is. You can compare up to 5 sites at once.
2. Select the region and date range. Trends for Websites has data from March 2007 onward.
3. Trend line display the site’s number of daily unique visitors1 over time for the region.
4. Switch between sites.
5. Most popular countries for the site.
6. Related websites and keywords2.
Q & A