Presentation at the Scottish Growth Meetup March 2020 on how to growth hack Google Trends for 140x more data on your target markets.

1. Trending Now:
Growth hacking Google
Trends for 140x the
insight into your target
market
Stewart Donaldson

2. Stewart Donaldson
Data Driven Digital Marketer
About me
➔ +7 years digital marketing experience
Developing marketing strategies for small,
medium and large organisations both in-house
and agency side
➔ Search engine optimisation specialist
+5 years working for performance marketing
agency QueryClick. Developed, implemented
and managed SEO strategies for Tesco Group,
EE, and Aggreko.
➔ CodeClan data analyst graduate
Completed CodeClans Intensive Data Analyst
course in Feb’20 to combine technical data skills
with my marketing experience and develop
solutions for real business problems

3. Agenda
➔ Intro to Google Trends
Pros and cons of the tool
➔ How to growth hack Google
Trends
How to extract 140x more trend data
on your target market
➔ Whats next?
Future ideas to build off the back of my
initial solution

4. Who hasn’t heard/used
Google Trends?

5. What is Google Trends...
Google Trends shows how
often people are entering a
specific search term into
Google. This data can be
drilled down to a specific
location and for a specific
period of time.
Google Trends can also be
used to compare different
search terms and to discover
event-triggered spikes.
Benefits
➔ Identifies the latest
trends in a market
➔ Helps measure brand
performance
➔ Helps measure
competitors
➔ Identifies areas and
regions of high interest
➔ Helps make informed
decisions about the
best performing
keywords for your PPC
and SEO strategies

6. Helping New Look by becoming a data driven Gok Wan
Finding new and emerging trends like a
data driven Gok Wan

7. Challenges...
Can only get data for a
maximum of 5 keyphrases
UI can be very fiddly when
trying to segment data
Data is normalised to allow for
comparisons between keyphrases

8. MVP...

9. How it works...
Keyword Research
Keyword set compiled off the back
of research into the most popular
terms people search for within
target market
Run Script
● Keyword
● Time span
● Location
● Search category
● Google Product
Data Output
Once the entirety of the data has
been extract it is then exported to
CSV so it can be analysed
Data
Extraction
&
Cleaning
Interest Over Time &
Related Searches Data

10. End result...
140x more keyphrase
data extracted from
Google Trends in under
an hour
It is estimated it would take someone 12 hours to extract this level of
data through the current options available within the Google Trends tool
700
Keyphrases
+146K
Rows to data extracted
55 mins
Processing time

11. Whats Next?
➔ Scale up Google Trends data
➔ Visualise scaled Google Trends
data
➔ Time series decomposition
➔ Forecast search interest
➔ Create a volatility and priority
score
➔ Create an alerting function

12. github.com/StewartJDonaldson
Try it yourself...

13. Through combining data analysis
techniques with marketing expertise
We can gain greater insight into our
target markets to drive sustainable
business growth

14. Thank you!
Any questions