Post by Caterina Merenda, Copywriter
Google provides some powerful tools for marketers, one of which is Google Trends. Google Trends provides relative search volume information based on keywords across the world. It has many useful functions including the ability to (1) compare search volume across multiple keywords, (2) filter for a specific time range and (3) see which cities are searching most for researched keywords.
An overlooked function in Google Trends is the feature that allows marketers to segment keyword search volume into channels, such as its shopping, image and YouTube channels. The data extracted from Google Trends can be extremely useful for brands looking to build out relevant content for digital campaigns.
Here are some examples of when Google Trends is particularly helpful when planning digital campaigns:
Situation #1: Time-sensitive content
When a brand seeks to build out an article or infographic to go live on their site for only a specific time of year (an example of this would be a seasonal page). Here, you want to make sure the keywords you implement have high search volume in the months when your creative content will be live, that way your brand can maximize visibility in the search engine results page (SERP) over a short period of time. There is nothing more frustrating for a brand that has a poorly planned creative campaign with a short flight that cannot achieve the visibility it needs to perform.
- For example, if your brand is an automotive company and looking to build out a page surrounding a new promotion and the keyword “buy a car,” we can plug this keyword into Google Trends and come to the conclusion that searches with this keyword peak in July and August.
Situation #2: Lean budgets for new campaigns
A brand is launching a new campaign and has a limited budget. In order to maximize efficiency, it’s imperative to get granular with targeting. Google Trends can point to where search demand is, and campaigns can be targeted around areas of high search interest.
- If you search for “buy a car,” you’ll find that within the United States, the top states searching for this term in the months of July and August are Florida and Georgia. With this information, you can get granular with campaign set-up and optimizations.
Situation #3: Setting up creative testing with significance
Digital is notorious for having a test-and-learn mentality when launching campaigns. Brands that are looking to run testing (such as landing page testing) need to ensure their campaigns will have the necessary amount of search volume to reach statistical significance in a reasonable amount of time. Google Trends can help brands plan testing around optimal timing.
Google Trends allows brands to delve into specifics so they can see when people are searching for specific terms and where they’re searching – right down to the top cities. This type of tool, paired with the Keyword Planner and other Google AdWords tools, can help brands properly plan for future changes in your website, new content ideas and planning strategies for both SEO and paid search content.