Did you ever wonder where your potential customers are? Is there consistent demand for your product online? What keyword or term will take you to relevant audience? These questions haunt many entrepreneurs or campaign managers who wish to reach their potential buyers. If you are one of them scratching your head, this post can help you. Google Trends indeed answers your queries so as to what Geo specific locations and keywords you should target to make your brand a great success.
Here are some key terminologies that we should be aware of before going to Google Trends.
- Topics : Topics are any queries or keywords that is searched on Google Search Engine. It can be search query about a product such iPhone, property, festive offers, BMW cars or any such keyword that a user wants to know more about.
- Categories : Google Trends has defined different categories that can help us fine tune our keyword research. These categories are Business, Entertainment, Health, Sci/Tech, Sports and Top stories. By default, All Categories are selected which means you are shown overall trending topics on Google. Top Stories are the hot topics being searched by users.
- Top Charts: It is category wise ranking by most searched topics on Google in the previous year.
Now let’s see to how we can use Google Trends
Suppose we are promoting a fitness band and want to identify its potential customers in United States for online promotion campaign.
Let’s see how Google Trends can help with key insights to plan our campaign.
Go to Google Trends (google.com/trends), type a keyword “Fitness band” and press enter.
Now will see a graph (refer Snapshot 2 below) which indicates the search frequency for the keyword “Fitness band” in Google Search. Here, Vertical axis is Interest over time. As per Google the Interest over time is defined as the search interest relative to the highest point on the chart for the given region and time. A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. Likewise a score of 0 means the term was less than 1% as popular as the peak.
We can see the trends for Worldwide by default. Select country to United States , timeline to Past 12 months , Past 90 days and so on. Select particular category we require. The category selection is crucial as keywords can fall in different overlapping categories. Fitness band for example falls into electronics as well as Beauty & Fitness category. Depending upon selection the graph changes. This is so because audience can search the keyword Fitness band in multiple categories. We can do many permutation and combinations to check online demand category wise for our campaign. It depends on our campaign objective whether it is aimed to just increase brand awareness or focused on sales. We can focus on trends in all categories initially and then dig in more in specific categories. We can also customize by filtering it by Web Search, Image Search, and so on.
Now here comes the beauty of Google Trends. Just scroll down and will see Interests over different sub regions like states and cities. Here as seen in snapshot 3, Kentucky is leading with perfect scale of 100 followed by Maryland with scale of 79. We can further click on any state and drill in more trends in specific cities and metros. Furthermore, we can find related queries and related topics on the rising trends just below subregion stats. Also, check and compare related queries and topics to get better understanding.
On top of the screen we will see compare option which enables us to add related queries and compare that with our existing keyword term or query. We can add and compare multiple queries at a time which helps us to take well informed decision on keyword targeting. As seen below in snapshot 4, the keyword “Fitness band” has more search volume than its related keyword.
So this basic research we must do before promoting business online. This saves lot of efforts and money in later stages of campaign execution as we have a concise idea on where our audience is. Also we have insights of relevant keywords to search our product.