Google experts share three tips for enhancing both online and offline marketing strategies. They explain how to use Google Trends search data to make informed decisions about products, optimize strategies, understand consumer behavior, and concentrate marketing efforts to achieve a higher ROI.

Google provides three recommendations:

1. Strategies for Competitive Benchmarking

2. Evaluating Brand Recognition

3. Predicting Product Demand Trends

Strategies for Competitive Benchmarking

An expert from Google has indicated that a valuable method for analyzing competitors involves conducting a direct comparison of search terms related to your company against those of your competitors. This can be achieved by inputting your company name or domain in one panel of Google Trends and your competitor’s information in another. He recommends selecting a topic from the “categories” dropdown menu to facilitate more precise segmentation of user intent, particularly for users seeking results within a specific niche or subject area. Waisberg notes that it is acceptable to forgo selecting a category if none is applicable.

While not explicitly mentioned, there exists an additional method for segmenting users based on the type of search conducted, such as web search, image search, Google Shopping, and YouTube search. This option can provide insights into how users are searching for different content types (images, videos, etc.) in relation to competitors.

Choose A Category

Google Trends provides a graphical representation of the frequency with which users search for specific company names. This trend line illustrates whether a company is experiencing an upward trend over time, a decline, or maintaining a consistent level of customer interest. Notable spikes in the data may indicate seasonal fluctuations, while pronounced spikes could suggest the effectiveness of a marketing campaign or promotional activity.

Waisberg advises users to explore search trends by subregion, metropolitan areas, and cities. Although Waisberg views this as a means to assess the viability of opening a new store, I utilize this information to identify geographical regions with higher demand, allowing me to concentrate online marketing efforts in those areas to enhance return on investment. This approach can be applied to various strategies, including link building, pay-per-click advertising, and email marketing, among others.

Analyzing Brand Awareness

An expert shows that by filtering results over time to find what people are saying about the company, Google Trends can be used to assess brand awareness. Setting the time range for the previous 30 or 90 days is what he advises.

Rising or top-ranking related search terms provide information on how customers view your brand and what they are connecting it to. By choosing YouTube Search from the Categories drop-down option at the top of the Google Trends page, one may use the same technique to examine brand-related YouTube search trends.

Predicting Product Demand Trends

An easy way to predict product demand with Google Trends is identify which products are searched for the most and then zero in on how demand changes with time. It’s suggested to pay attention to seasonal trends and adjust product inventory accordingly.

Waisberg explains how to do it at about the 6:44 minute mark by researching cheese. In his example he notes the seasonality but then takes the analysis another step forward by scrolling down and exploring related terms that can suggest related products with higher search demand that you may want to begin selling or reviewing.

He explains:

“If you Scroll down, you’ll find the related topics and the related queries cards. Here you can check the top topics to find ideas on what has already gathered a lot of interest and also the rising topics to get a sense on what is getting more attention lately. Don’t forget to look further through the pagination.

Notice how charcuterie appears on both lists. Add this term to your analysis. You’ll see that it has significantly more interest than cheese platters. Maybe you should consider analyzing this term further and potentially diversifying.”

Google Trends: The Key to Effective Internet Marketing

Google’s Daniel Waisberg and Omri Weisman gave a demonstration of how to use Google Trends to enhance brand research, competitor research, online marketing, and a deeper comprehension of consumer behavior and preferences. It can also be used to determine which products, and when to focus on them, are best. These pointers apply to offline as well as internet marketing tactics..