Google’s Powerful Tools
Steffen Ehrhardt
Product Specialist Central-East Europe, Middle East & Africa




                ...
My agenda




 1     Planning: Trends


 2     Setup: Bidding & Conversion Tools


 3     Tracking & Testing: Analytics an...
Trends & Insights for Search
Trends




    1. Insights for Search

    2. Trends for Websites
Google Insights for Search
Google Insights for Search




  • Insights for Search analyzes a portion of
    Google web searches to show patterns and
...
Product walkthrough | homepage

     URL: www.google.com/insights/search


1.   Search box
     Works just like
     Trend...
Product walkthrough | homepage

                                 Categories
                                 Category refe...
Product walkthrough | filters




                                You can choose to see data
                             ...
Product walkthrough | results overview




                                     Export function: Insights for
            ...
Product walkthrough | results overview




   1.   Switch between search terms                          Ranked search term...
Product walkthrough | results overview




    1. Regional interest by search term
       Each search term has its own hea...
Product walkthrough | Interest over time




   1. Search terms and graph legend
      Trends graph and news results by se...
Product walkthrough | embedding gadgets




                                     Gadgets allow you to add
                ...
Product walkthrough | compare by search terms

                                      1.   Enter search terms
             ...
Product walkthrough | compare by locations


                                       1.    Enter locations
                ...
Product walkthrough | compare by time ranges


                                       1.   Enter time ranges
             ...
Examples of use cases
How can Insights for Search help?
How can Insights for Search help?


We’ve created four examples you can use with your clients
to demonstrate the value of ...
1. Choosing advertising messages
Which message resonates best with customers?
Choosing advertising messages | example 1

 Google Insights for Search can help you determine what
 message resonates best...
Choosing advertising messages | example 1


                                   It appears that the most
                  ...
2. Examining seasonality
Timing marketing campaigns
Examining seasonality | example 2

 Google Insights for Search has data going back as far as
 January 2004, so it’s a grea...
Examining seasonality | example 2


It appears that year
over year, the search
traffic patterns are
consistent.

Interest ...
3. Brand analysis
Brand shifts over time
Brand analysis | example 3

 Google Insights for Search gives you a view into how
 your brand shifts over time based on re...
Brand analysis | example 3


Inferences:

• HP remains strong in
  the imaging and
  printing market - top
  searches in 2...
4. Marketing internationally
Localizing marketing messages
Marketing internationally | example 4

 Google Insights for Search lets you compare related
 searches to your brand across...
Marketing internationally | example 4


  Inferences:
  • Addidas is a stronger
    competitor in Brazil

  • Brand popula...
5. Entering new markets
Prioritizing market entry
Entering new markets | example 5

 Google Insights for Search lets you see search trends by
 geographic regions, including...
Entering new markets | example 5

                              Inferences:
                              • Interest appea...
Trends for Websites
What, Why, Where, and How

   WHAT   Trends for Websites is a feature of Google Trends. It enables users to
          find...
Product Overview
Product Walkthrough

1.   Enter the sites you want to
     compare. www is not
     needed, but the domain
     (.com) is....
Q&A
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Part1 Trends

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Part1 Trends

  1. 1. Google’s Powerful Tools Steffen Ehrhardt Product Specialist Central-East Europe, Middle East & Africa Google Confidential and Proprietary
  2. 2. My agenda 1 Planning: Trends 2 Setup: Bidding & Conversion Tools 3 Tracking & Testing: Analytics and Website Optimizer Google Confidential and Proprietary
  3. 3. Trends & Insights for Search
  4. 4. Trends 1. Insights for Search 2. Trends for Websites
  5. 5. Google Insights for Search
  6. 6. 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.
  7. 7. Product walkthrough | homepage URL: www.google.com/insights/search 1. Search box Works 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
  8. 8. 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.
  9. 9. 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. 9
  10. 10. Product walkthrough | results overview Export function: Insights for Search data can be exported to .csv file
  11. 11. Product walkthrough | results overview 1. Switch between search terms Ranked search terms are identified Show rising searches related to each search term by other searches done in 2. Top related search terms proximity of the keyword search. Ranked by selected search term. Insights for Search looks at broad 3. Rising related queries search patterns to identify the List of rising searches with the percentage growth context when a search term has compared to the previous time period. “Breakout” multiple meanings. indicates that a search term is new.
  12. 12. Product walkthrough | results overview 1. Regional interest by search term Each search term has its own heat map. Click on the tab to select and view another term. 2. Heat map The 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. 12
  13. 13. Product walkthrough | Interest over time 1. Search terms and graph legend Trends graph and news results by search term. 2. Search traffic The highest point on the graph is scaled to 100, and traffic is scaled appropriately. 3. Forecast 13 For some queries, search trends can be extrapolated from past values.
  14. 14. 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. 14
  15. 15. Product walkthrough | compare by search terms 1. Enter search terms The 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 time Plots search terms and related news results. 3. Regional interest Lists 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 view Switch views between top regions and cities ranked by the highest volume by search term.
  16. 16. Product walkthrough | compare by locations 1. Enter locations The 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 time Plots the search term by location and highlights related news results 3. Regional interest Lists top regions with the highest volume by search term. For multiple locations, you can select the region to view by. 4. Region and city view Switch views between top subregions and cities ranked by the highest volume of the search term.
  17. 17. Product walkthrough | compare by time ranges 1. Enter time ranges The 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 time Plots search term by time period and highlights related news results. 3. Regional interest Lists 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 view Switch views between top subregions and cities ranked by the highest volume of the search term.
  18. 18. Examples of use cases How can Insights for Search help?
  19. 19. How can Insights for Search help? We’ve created four examples you can use with your clients to demonstrate the value of Google Insights for Search. 1. Choosing advertising messages 2. Examining seasonality 3. Brand analysis 4. Marketing internationally 5. Entering new markets
  20. 20. 1. Choosing advertising messages Which message resonates best with customers?
  21. 21. Choosing advertising messages | example 1 Google Insights for Search can help you determine what message resonates best. • What are the top features/ marketing messages for a car manufacturer? Let’s compare three features: fuel efficiency safety engine performance
  22. 22. Choosing advertising messages | example 1 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.
  23. 23. 2. Examining seasonality Timing marketing campaigns
  24. 24. Examining seasonality | example 2 Google Insights for Search has data going back as far as January 2004, so it’s a great tool for examining seasonality. • When do people start shopping for Mother’s Day gifts? Let’s see when people start searching for gifts online:
  25. 25. 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.
  26. 26. 3. Brand analysis Brand shifts over time
  27. 27. Brand analysis | example 3 Google Insights for Search gives you a view into how your brand shifts over time based on related searches. • What are the HP brand associations? How did perceptions change over time? Let’s find out the related searches over different time periods:
  28. 28. 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.
  29. 29. 4. Marketing internationally Localizing marketing messages
  30. 30. Marketing internationally | example 4 Google Insights for Search lets you compare related searches to your brand across geographies. • 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:
  31. 31. Marketing internationally | example 4 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
  32. 32. 5. Entering new markets Prioritizing market entry
  33. 33. Entering new markets | example 5 Google Insights for Search lets you see search trends by geographic regions, including subregion level. • 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:
  34. 34. Entering new markets | example 5 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.
  35. 35. Trends for Websites
  36. 36. 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
  37. 37. Product Overview
  38. 38. 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.
  39. 39. Q&A
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