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


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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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.

part1 trends

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