Google Trends: Fun & Educational!
Looking at Google Trends is one of my nerdy PPC past-times. It’s a beautiful visualisation of trends in Google search, and is both fascinating and informative. For a while I had it set as my screensaver, but it became way too distracting!
Google Trends is not just an interesting window to the world, it can also help with keyword research in your Google Ads campaigns. I’m going to explore some ways that you can use data from Google Trends to assist in your marketing.
How Does Google Trends Work?
Many people would believe that Google Trends is providing the same data as Keyword Planner, but that’s a common misconception. Google Trends does not provide direct representation of a query’s search volume over time. It provides the popularity of a search query relative to other searches.
“Each data point is divided by the total searches of the geography and time range it represents, to compare relative popularity. Otherwise places with the most search volume would always be ranked highest.
The resulting numbers are then scaled on a range of 0 to 100 based on a topic’s proportion to all searches on all topics.”
Google Trends gives you great insight into popularity over time. So, other than putting in terms like “Crazy Frog” and getting joy out of a plummeting graph, how can it help you in a business sense?
Google Trends gives you a great idea of seasonal peaks in search queries. Let’s take the query “Mother’s Day” for example.
This is how it trended over a 3-year period in the US:
For the US, Mother’s Day is the second Sunday of May, so it’s no surprise that we see a huge spike in May. However, what is intriguing is when that search volume starts to rise. Seeing trends about when a search query begins to take traction each year can give you a good indicator of when you need to start advertising – it might be sooner than you think!
Take Advantage Of What’s Trending Now
Google Trends isn’t just useful for Google Ads or SEO, it’s also useful for social media planning as well. When you’re finding yourself struggling to come up for ideas on what to tweet or post, taking advantage of current events could get you some great visibility. On the flip side, Google Trends can help you find out if you’ve missed the window on an opportunity. Even though an event might be over, there may be people still looking for it.
Find New Keyword Ideas Through Related Queries
When you search in Google, you’ll notice that it so helpfully provides searches relating to your query. The same is true on Google Trends and gives you a nice overview of not only what people search most often, but also what they’re searching most recently.
Here’s an example using the term “face cleanser” in Australia;
Not only does this tell me the obvious (use “face wash” as a keyword too!) but also gives me an idea of consumer priorities. It’s clearly important for Australians to use natural face cleansers!
Like anything in online advertising, you have to put it in context. Just because something is trending, does not mean you should post about it. The same is true for Google Ads campaigns as well. Just because people are starting to search for Mother’s Day gifts, doesn’t mean it will be profitable to just change your ads to Mother’s Day messaging. The benefit of Google Trends is to help you see anomalies and understand how searches differ across the world. This can help you to plan and react better to the online climate.
But if nothing else, Google Trends is incredibly fun and interesting. Happy trending!
Written by Gemma Renton