For several months now, Google Labs has offered us a new tool to find out the search trends for a term, or to compare search trends for two or more terms.
As Google warns, this tool is in beta phase, so its results are not yet 100% reliable, but even so, the information it provides us is useful and we can get good use out of it.
How can we use Google Trends for Digital Marketing?
It is obvious that apart from the pleasure of satisfying our curiosity, Google Trends has more uses. The most notable is as a complement to the Google Adwords keyword selection tool.
Comparison between two or more terms to hire Adwords
Although Google Adwords already offers us a similar tool:
https://adwords.google.es/select/KeywordToolExternal
If we search for keywords related to “tourism in Barcelona” in the Google Adwords tool and select the “Global search volume trends” option, we obtain the data shown in this image:
This information is useful for selecting the keywords for which we want our ad to be displayed, but if we perform this same search on Google Trends comparing “tourism in Barcelona” with “hotels in Barcelona”, the result it offers us is more complete and allows us to improve the campaign much more.
The Google Adwords tool shows us the keywords related to the initial word, but Google Trends shows us the evolution of searches for those terms, and information about the origin of those searches. It can even show them by city. And if we select a specific region, it shows us by city in that region. This can help us a lot to create our campaign and segment it correctly.
For terms in other languages, information about regional searches is even more important. For example, if we type the search in English: “Tourism in Barcelona”, and select the trend by region, we will see searches for this term by country.
Although I think the results of this search are affected by the fact that it is a beta… from my experience in tourism marketing it does not seem logical to me that the majority of searches made on Google for the term in question are made from Ireland… so I think Google does not take into account all the searches from all the local Googles around the world. But anyway… even so, the information it offers us is useful and helps to complete the information we obtain from Google Adwords… and if it is already useful to us now, it is to be hoped that in the near future this tool will stop being a beta and may be even more useful to us.
