Planning Tools: Google Trends

Summary

In this video, Arel explains the power and features of Google Trends, a tool that provides insights into people's search behaviors. With 50,000 searches every second, Google Trends offers a unique look into user intent, helping journalists, researchers, and advertisers. Arel covers essential features like search term customization, data normalization, and the ability to compare trends across regions and time periods. The video also highlights how to analyze global trends, utilize topics for broader searches, and track rising queries, all while offering useful tips for maximizing Google Trends’ capabilities.

Takeaways

• 😀 Google Trends provides insight into people's search behavior, offering a window into their intent based on 50,000 searches per second.
• 😀 With 15-20% of daily searches being new, Google Trends helps discover emerging trends quickly.
• 😀 The tool is particularly valuable for journalists, researchers, and advertisers to understand real consumer interests.
• 😀 Users can customize Google Trends with country, time period, and category filters for a more tailored search experience.
• 😀 You can choose from various entities such as Google search, YouTube, image search, or news search to refine your data.
• 😀 Advanced features include sharing trends, subscribing for updates, and adjusting data settings like time zones and languages.
• 😀 Google Trends allows for efficient searches using modifiers like quotation marks, plus signs, and minus signs to refine results.
• 😀 You can compare search terms or topics, with the tool distinguishing between exact terms and broader topics (e.g., Coca-Cola vs. the Coca-Cola topic).
• 😀 Data in Google Trends is normalized and indexed, meaning trends are shown relative to the highest point during the selected period.
• 😀 Google Trends can compare search interest across regions and time periods to highlight patterns and emerging trends.
• 😀 The tool can help brands determine the most popular celebrities for endorsements by analyzing consumer interest over time and detecting peak moments.

Q & A

What makes Google Trends a unique tool for understanding consumer behavior?

Google Trends is unique because it gives us a direct insight into people's search behavior, reflecting their actual intent rather than just their claims. It processes over 50,000 searches per second, allowing for rapid discovery of trends and insights into what people are actively seeking.

How does Google Trends help advertisers?

Google Trends helps advertisers by revealing what their target consumers are actively searching for. This allows them to align their marketing strategies with consumer intent and tap into the most relevant and trending topics.

What are the key settings that can be customized in Google Trends?

The key settings in Google Trends include selecting the country, time period, category or vertical, and entity (such as Google Search, YouTube, News, or Image Search). These settings allow for customized searches to gain more specific insights.

What is the difference between searching for a search term and a topic in Google Trends?

A search term in Google Trends refers to the exact words entered into the search box, while a topic encompasses a broader category, including related terms and variations. A topic will account for related searches beyond just the exact phrase.

How does Google Trends handle data normalization and indexing?

Google Trends normalizes data by comparing it to a baseline of 100, representing the highest point of interest during a specific time period. This allows trends to be analyzed relative to overall search interest rather than absolute search volume.

What is the purpose of the 'breakout' label in Google Trends?

The 'breakout' label in Google Trends indicates that a particular search term has experienced a more than 5,000% increase in searches compared to the previous time period, signaling a rapidly emerging trend.

How can Google Trends be used to analyze trends across different countries?

Google Trends allows users to compare search terms and topics across multiple countries or regions, providing a relative comparison of search interest. This feature helps identify global patterns and variations in consumer behavior.

What is the benefit of comparing multiple search terms or topics in Google Trends?

Comparing multiple search terms or topics helps users identify which terms are gaining more traction over time. It also allows for a deeper understanding of relative interest between different search terms across various regions and time periods.

How can Google Trends assist in selecting a celebrity for product endorsement?

Google Trends can help brands choose the best celebrity for endorsement by comparing the search interest in multiple celebrities over time. It reveals not only the overall popularity but also peaks in interest that may be linked to specific events, providing a data-driven approach to decision-making.

What feature of Google Trends allows for global trend analysis without language barriers?

The topic feature in Google Trends allows for global trend analysis by understanding and analyzing search terms in any language. Additionally, the tool offers a translation option, making it possible to study trends across different languages and regions without a language barrier.