The success of a business depends on the dynamics of demand among users of your product or service. For example, at the end of December, more people buy iPhones than in July, beach vacations abroad are popular in the winter months, and hiking is popular in spring and autumn.
When you know which months the product is more relevant, you are armed: you can launch discounts, and super offers, and use other tools to increase sales. You can analyze queries, seasonality, user location, and trends on your own in Google Trends.
*Track trends and show your ads for relevant queries.
Why does your business need Google Trends?
Google Trends (hereinafter referred to as GT) is an analytical tool for assessing the dynamics of the popularity of search queries on the Internet. The tool is easy to use, so it will take about an hour of your time to learn it.
Many analysts and marketers underestimate GT because of its simplicity and minimal features, but it is best suited for a superficial analysis of a niche and target audience's needs.
GT determines:
- the popularity of the product/service;
- trends;
- regions/cities where the product is most popular.
How to use the tool
The tool allows you to enter a query and see its dynamics, compare up to 5 queries, analyze local queries, and study trends. All GT query results are displayed in the form of graphs.
Enter and analyze the query
Queries can be general and specific, so it's important to understand why users are looking for you.
For example, you are planning to open your own bakery. Go to GT, write "bakery" and see the statistics on demand. This is a general query that will not help you. Think like a user: a person does not need a bakery and information on how much time is spent on baking products. The user wants fresh bread and buns. These are specific requests that need to be monitored.
*Google algorithms select a period from the top queries and assign it a score of 100. Scores for other periods are calculated relative to the maximum score.
GT has filters that allow you to:
- See the dynamics of the query around the world, country, or city;
- Specify the time frame for analysis so that unnecessary information does not distract attention;
- Choose a category if the phrase is ambiguous. For example, the word "communication" can refer to both engineering networks and Internet marketing;
- Select the type of search. For example, search by pictures or YouTube videos.
Use search operators for efficient work
Operators are special characters and words that exclude similar queries in search results. For example, "bakery", "fresh pastries", and "fresh croissants".
If you enter the query "bakery" in English double quotes (""), there will be no similar queries in the search results, but there will be queries with an additional word. For example, Family "bakery" or French "bakery".
Use quotes like “” to exclude similar searches. The operator does not work with French quotes «»
You can also use the "-" sign to make sure that the query results do not contain the words you want to filter. The query will look like this: "bakery - sold".
If you use the "+" sign, you can add queries with errors to the search results (it happens) to reach a wider audience. For example, "French bakery", French bakery". Such a query will look like this: "French bakery + bakery".
Порівнюємо динаміку декількох запитів
GT дозволяють порівнювати динаміку одночасно за 5-ма запитами. Результати легко оцінити за графіками.
Додаймо ще запит «кондитерська». Бо раптом ви ще не придумали, що саме будете відкривати.
*The red curve shows the dynamics of the query "confectionery", and the blue curve shows the dynamics of the query "bakery". It turns out that users are looking for a pastry shop more than a bakery.
You can also see locally which queries are popular in which regions. If you are planning to start a business in, say, Poltava region.
* In Poltava region, 61% of users are looking for a confectionery, 39% for a bakery.
Studying current trends
At the bottom of the page, GT shows "Trending" queries (topics for which queries have grown) and "Leaders".
* Trending queries can be used in advertising campaigns to stay one step ahead of your competitors.
Conclusions.
Google Trends allows you to collect and analyze search queries. The tool is suitable for both ordinary users and marketers.
To summarize. The tool is suitable for any business to:
- Analyze trends;
- Compare the relevance of goods/services in different locations and time periods;
- Determine the time when your services are most relevant.
