I didn’t intend to write a blog post on Google Trends, initially I was using it myself as a way of collecting data on WishAwish’s own target demographics’ search behaviours. But since Google Trends is a universal tool which anyone can use, I thought a blog post would be a good idea to explain what Google Trends does and how it can help you and your marketing efforts too!
Firstly let me explain what Google Trends is, Google Trends is a clever tool from Google which provides data based on Google Search that shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages.
With this information you can really direct your marketing campaign, whether that’s PPC ads, social media, newsletters, ecards, SEO etc… It’s all about working out when your audience are there and how they are searching. Get it? Let me explain further…
For example, at WishaWish we specialise in customisable corporate Christmas ecards. As you can imagine the majority of our clientele aren’t thinking about their Christmas ecard marketing campaign now in these summer months (ahem… even though a previous blog post explains the benefits of being prepared now). Nevertheless we can use Google Trends to work out exactly when our target audience are starting looking for our services.
Here we have used Google Trends to pull data from the keywords: ‘Christmas Ecards’
No surprise then that there seems to be a pattern every year when people are searching the most for our keywords. But now let’s look closer at the data and see how we get to this peak
As you can see search for the term ‘Christmas Ecards’ actually starts gaining notable volume in October, which continually rises until it hits a peak between December 15th -20th . This is relevant information for WishAWish and our own marketing efforts. We can see that people are looking for our services in October and November so perhaps we send our previous clients a reminder email or ecard, or run a special offer on our social media channels during this time. We know we’re going to be very busy during mid-December, so let’s try and get more clients on board before!
Google trends doesn’t stop there, it can also give you an idea of the different keywords people may be searching with that could help your SEO and Paid Search efforts. For example here are the Google Trends results for ‘Custom Ecards’. Google Trends shows us that ‘Custom Ecards’ also gains higher search volume from October. In fact the term ‘Custom Ecards’ received more search traffic in 2012 than ‘Christmas Ecards’, which is useful information for any paid search ads we may want to run.
Google Trend results for ‘Custom Ecards’ in 2009, 2011 and 2012
Finally Google Trends gives you a list of similar keywords your target demographic may use to search:
Even though Google Trends has suggested words that aren’t relevant to WishAWish such as ‘free Christmas cards’, this data can still be useful. For example if we were to run a Paid Search campaign during November – December we can add words like these, that don’t fit into our business model, to our Negative Keyword lists. Meaning if someone types in Google ‘ Custom Christmas Ecards Free’ they don’t see our ad because we would have listed ‘free’ as a negative keyword.
All in all Google Trends is a handy little tool for finding out when your target audience are searching and what keywords they are using. It is up to you to make the most of this data and alter your marketing campaigns accordingly.
Special September Offer :
Yes, we want customers in September! So, if you buy one of our eCards before the 27th of September 2013, we will throw in:
- Social media links and images – worth £19
- A free static image with a play button graphics for your emails – worth £24
- *For the first 20 buyers* Dual file type – flash and video on a ‘smart’ holding page that delivers the right file to the right device- in other words your eCard will be viewable on mobiles as well as Computers at it’s best quality – worth £120
(you usually have to chose between the two file types)
- Upgrade to your delivery from a 10 working day to a 7 – worth £160