I attended the SFIMA Summit this past mid May and was blown away by Albert Chin’s presentation. Although he spoke about many topics the one that really caught my attention was Google Insights for Search.With Google Insights for Search you can compare search volume patterns across specific regions, categories, time frames and properties.
Trying to choose the proper advertising message for a campaign is always a slippery slope. Insights gives you the ability to determine which messages resonate best. For example, a home builder may be unsure of whether it should highlight cost, location, or square footage to market a new development. When the three features are entered into Insights, you can see which words have the most interest.
Another great feature of Insights is the ability to examine seasonality. For example, a private island in the Bahamas that offers dolphin encounters may want to find out when people are search for swimming with dolphin terms most often.
Insights can be a helpful tool in creating brand associations as well. For example, a new client comes to TenGoldenRules.com looking for a new advertising campaign. The client needs to know what competing brands are doing and how they should position their products against them. Insights allows you to compare multiple products in one search. By carefully examining the results we can better help our clients understand the competitors’ offers, thereby creating a superior advertising campaign for our clients brands.
The final area that Insights can be useful in is when entering new markets. A coffee distributor may be looking to expand into new markets. By entering in coffee + distributor and comparing the data across multiple countries, such as Canada, Italy, and France, the distributor can get a sense of where interest is the highest.
As you can see, Insights gives you some great tools to research and fine tune your marketing campaigns. If nothing else take a little time and experiment with the tools, I have a feeling you’re going to love them.
