Searching Search Trends

Singapore - Consumers are now spreading their attention across hundreds of websites, video games, and other media channels, but there is one place you do find most of them: on their favorite search engine.  Web search is now so embedded in our daily lives that it has become a barometer of what's on our minds - not just what we're excited by or gossiping about but what's bothering us, or how we're thinking about spending our free time and extra money, says Aliza Knox, Head of Online Sales & Operations, Asia Pacific, Google. 

People all over the world are telling their favorite search engine every day what they're interested in and when.  What if you as a marketer could see the trends in those millions of search queries?  What's hot -- and what's not -- at different times of the month or year, or in different regions of different countries?  Google recently launched a free tool, Google Insights for Search that enables you to do just that.  

With Insights for Search, marketers can compare Google search volume patterns across specific regions, categories, and time frames.  You can see related search terms -- people who are searching for "plasma TV" are also likely to be searching for "LCD TV" or "samsung tv."  Armed with this information, you can make frequent and informed adjustments to your marketing campaigns.  

Searching on Search Trends

Here's how some marketers are peeking under the hood of Google search to reduce guesswork in their planning.  

One Asian regional airline used Google Insights for Search to see that in the last few years travelers searched more for their specific brand terms ten days to a fortnight before public holidays.  This helped them plan promotions for the holiday seasons more effectively.  

In Australia, online holiday accommodation site takeabreak.com.au has used Google Insights for Search to identify trends that play to Takeabreak's specialization in family-friendly holidays.  They saw an increase in online searches for ‘pet friendly accommodation' and knew that competitors couldn't offer this, so they've targeted more online ads against related search terms.  They also started planning Easter accommodation promotions to appear straight after Christmas because people actually start this planning much earlier than you might think.

Lastly, here at Google, we've used Insights for Search to show telcos in Singapore and Thailand where the latest consumer interest is around mobile handsets. In recent months, iPhone and Blackberry have shot up amongst the competition in the Singapore market. The data indicates which flagship phone launches will likely have the biggest buzz so they can allocate appropriate budgets and activities.

Here are five tips for marketers to use Insights for Search to better understand their customers and improve their campaigns:

Reducing the Guesswork in Your Marketing

1. What are consumers interested in today vs last month or last year?

You can see how offline events and circumstances affect online activity in sudden increases or decreases in search queries.  As people tightened their belts for tough economic times, people searched more for "vouchers" and "discounts," as well as affordable entertainment options, like movie tickets, and home-based activities, like online games.  You can take a closer look at particular industries or product categories, like "beauty and personal care" or "home furnishings."  

2. For seasonal businesses -- how much interest can you expect this year and when will it start?

Marketers of seasonal products or products affected by special events can study how search terms relating to their products have peaked during previous years and the duration of interest.  In Australia, for example, you can see in years of Google search queries that interest in surfing picks up in August and peaks in December. A surf shop can anticipate demand and make informed decisions about the appropriate allocation of everything from its advertising budget to staffing to inventory.  They can also see quickly if current conditions -- like weather -- are affecting customers' moods, or see if certain brands are popular this year.  

3. How are you doing vs the competition?

We all know that studying the competitive landscape is critical for marketers. Examining search query trends can help you see quickly if your competitors are beating you in the battle for awareness and whether consumers often search for you or your competitors by a brand name or in conjunction with a product category (such as "sony lcd tv").  You might also see other interesting things, like the fact that a competitor's marketing campaign is actually helping to raise your visibility.

4. Are you investing in the right places?

You can identify a new market by seeing where customers are already interested in what you have to offer.  A wine distributor looking to expand into new markets can enter "wine + vino" and compare the data across multiple countries, such as China, Mexico, Spain, and Venezuela, to get a sense of where the most interest is, even region by region.  The reverse can also be true.  You may discover that you are over-invested in a region where people have grown less interested in the products you sell.

5. Do your messages match what people care about right now?

Determine which messages resonate best. For example, an automobile manufacturer may be unsure of whether it should highlight "fuel efficiency", "safety", or "engine performance" to market a new car model. By comparing the popularity of these search terms, they can determine what will most effectively attract their target audience.

The writer is Head of Online Sales & Operations, Asia Pacific at Google.

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