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Perform Market Research With Google Trends

We’ve all experienced that overwhelming feeling of joy (or disappointment) when for some unknown reason, online sales have a sudden hit or blow. Agreed, there are tonnes of fabulously complicated marketing tools out there, which may give you the detailed reasons as to why your sales have undergone such unexpected and dramatic change, but sometimes we need simple answers, and we need these answers quickly. Sacrifice just 10 minutes of your time using Google Trends, and you will more than likely find the answers you’re looking for. What is it?

In a nutshell, Google Trends is an incredibly insightful tool that allows you to compare the popularity of a range of search terms and how they’ve evolved due to factors such as seasonality and news headlines. It’s a really quick and easy way to help you understand what’s hot and what’s not in the online world for any given time frame (as far back as 2004)!

Why use it?

  • 100% free and accessible – you may as well make use of it
  • Quick and easy way to gain some market insight
  • Applicable to both paid (PPC) and organic (SEO) campaigns
  • Useful for timing blog posts and content marketing

The influence of seasonality

Depending upon the product or service you’re selling, there are going to be different times of year where it sells best. Take two popular seasons, such as Christmas and Easter, and look at the impact they have on their related searches:[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”4977″][text_output]As we would expect, Christmas-related searches start to climb in October and peak in December, whilst Easter-related searches start to climb in March and peak in April. Now let’s take a look at the impact these seasons have upon their seasonal products:[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”4978″][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”4979″][text_output]Again as we would expect, these two seasons have had a massively positive impact upon their associated products (where parents surge to buy toys for their children at Christmas and chocolate eggs at Easter). It just goes to show (in quite a nice graph) how important seasons can be for online sales. Just like gloves and hats won’t sell as well in the Summer as they do in the Winter, it’s important to know which times of year are most effective for your given market, so you can allocate marketing budgets effectively.[/text_output][feature_headline type=”left” level=”h1″ looks_like=”h1″ icon=”adjust”]What’s going on in the world?

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Another useful feature Google Trends provides is news and media insights – sometimes sales are affected when we might not have expected them to be, by external news factors. Take the launch of the iPhone 6 back in September for example, where searches for iPhones inevitably experienced a huge peak, which Google shows by hovering over the letter A (hidden slightly underneath the spike in October 2014).[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”4980″][text_output]Just tick the News headlines box (as highlighted in the example above), and Google will place a range of letters over the graph where important news events occurred, which may have influenced the increase or decrease in searches for that time.[/text_output][feature_headline type=”left” level=”h1″ looks_like=”h1″ icon=”adjust”]Country-specific Trends

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Google Trends results are automatically taken from worldwide searches, but you can also tailor your trends to specific countries, by clicking on one from the list below your graph:[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”4981″][text_output]This feature is great for understanding where your markets will peak internationally – if you are selling in both the UK and Australia for example, you would want to make sure Summer or Winter product lines had budgets allocated differently (considering these happen at different times of year in these countries).[/text_output][feature_headline type=”left” level=”h1″ looks_like=”h1″ icon=”adjust”]News flash

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Trends is ever-expanding (like everything Google), and a few days ago was given an additional Trending on Youtube feature, which shows you the most watched online content in the past 24 hours. This is another insightful feature (with new videos going viral every month), especially if your business has video content, as video has a knock-on effect for text searches. Although it’s currently limited to the US, it is expanding to other countries soon.[/text_output][feature_headline type=”left” level=”h1″ looks_like=”h1″ icon=”adjust”]Summary

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Essentially, Google Trends is a fast, easy and accessible way to perform market research. It’s free, and incredibly simple to use, so you may as well give it a go!

If you have any questions, then please give us a call.

Kate[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]