Google provides powerful tools to help companies with planning, setup, tracking, and testing of digital marketing campaigns. These include trends data and insights from Google Search to help with planning messaging and timing based on what people are searching for. Tools like Google Analytics and Website Optimizer help with tracking website traffic and testing variations. The document discusses these tools in more detail and provides examples of how companies can use insights about search trends, seasonality, brands, and geographic differences to improve their marketing.

1. Google’s Powerful Tools
Steffen Ehrhardt
Product Specialist Central-East Europe, Middle East & Africa
Google Confidential and Proprietary

2. My agenda
1 Planning: Trends
2 Setup: Bidding & Conversion Tools
3 Tracking & Testing: Analytics and Website Optimizer
Google Confidential and Proprietary

3. Trends & Insights for Search

4. Trends
1. Insights for Search
2. Trends for Websites

5. Google Insights for Search

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. 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. 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. 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. Product walkthrough | results overview
Export function: Insights for
Search data can be exported
to .csv file

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. 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. 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. 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. 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. 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. 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. Examples of use cases
How can Insights for Search help?

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. 1. Choosing advertising messages
Which message resonates best with customers?

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. 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. 2. Examining seasonality
Timing marketing campaigns

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. 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. 3. Brand analysis
Brand shifts over time

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. 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. 4. Marketing internationally
Localizing marketing messages

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. 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. 5. Entering new markets
Prioritizing market entry

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. 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. Trends for Websites

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. Product Overview

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. Q&A