Google Trends shows data such as search volume trends of specific queries during a set time frame and in a defined geographic area. Marketers can use these insights to learn about the latest consumer search trends, currently popular products and services, and the popularity of competing brands.
Here are three ways to perform market research using Google Trends:
1. Product Search Volume Comparison
For example, if you’re Toyota Canada, you can use Google Trends to compare the search volume of the Toyota Corolla against competing models such as the Honda Civic and Chevrolet Cruze by entering the model names in the Google Trends search boxes.
Use Google Trends to compare the search volume of a product or service you offer against the search volume of a similar product or service that is offered by a competitor. You can also use keywords.
The result will be line graphs comparing the search volumes and trends of the products, services or keywords you have entered. You can use this information to see how your product or service is performing against competitors and to learn about interest in your market over time so you can adjust your marketing strategy accordingly.
Using the example above, Toyota Canada would see that the Corolla isn’t as popular in search results as the Honda Civic. Toyota could then launch YouTube and social media campaigns to highlight the Corolla’s fuel efficiency, performance and other unique features. This will boost the target market’s interest in Toyota’s sedan and increase shoppers’ intent to purchase.
2. Interest by City
Google Trends can also show shoppers’ interest or search volume based on city.
You can use this feature to identify opportunities for growth. For example, if you discover there is strong interest in a direct competitor’s product or service in a relevant geographic area, you can launch marketing campaigns to entice your target market to switch brands.
For example, if Toyota Canada sees that there is a strong interest for the Honda Civic in Victoria and New Westminster, Toyota could launch digital campaigns specifically in those cities to entice shoppers to purchase a Corolla instead.
3. Related Topics and Queries
Google Trends also shows you related topics and queries that your target audience is interested in, based on the search term or terms that you enter.
For example, if you enter Toyota Corolla in the search box, Google Trends will show related queries such as hybrid vehicle, Subaru and 2017 Toyota Corolla.
You could use this information to identify competing brands, products or services that you haven’t considered yet, and to launch campaigns to entice consumers to switch brands. In the instance of Toyota Corolla, you can see that shoppers who use Google to search for Corolla also search for Subaru vehicles. Toyota Canada could use this information to launch a marketing campaign specifically targeting shoppers who are looking at Subaru vehicles, showing them why Toyota is the better brand and swaying shoppers’ purchase decisions.
Google Trends is definitely one of the top market research tools because it provides valuable insights on target markets, which inspires new marketing campaign ideas. You can use Google Trends to gain insights on the popularity of your product or service against competing brands, to identify geographic locations you should target and to find brands that you are unaware of that are competing against your brand. Once you have this information and data, you can formulate marketing campaigns to help you acquire or retain customers.
By Ray Wang