If you have a question, Google it. Google knows everything. So it’s logical then that they would also know everything about your customers. And they do. Fortunately for us marketers, they give us tools to better understand not just who we sell to, but the conditions in which we sell and position our products.
There are four tools that you should be using in order to gain better insights into your customers: Google Surveys, Google Trends, Google Shopping Insights, and Google Correlate.
If you want answers to burning business questions, the best thing to do it ask your potential customers. You’ve probably already called your aunt and maybe posted to your personal social network feeds asking what people think, but since your aunt spent time changing your diapers when you were little, she is probably going to be a little biased.
Nothing beats strong consumer data, and Google Surveys gives you the ability to reach out to a target group and poll them. Polling can help you calibrate your product messaging and positioning, helping you anticipate how well your marketing campaign will perform – if it’s too confusing and no one understands, or if it’s got an extremely high potential, and should therefore be boosted more than you had planned.
Google Surveys can help you bring in thousands of responses in a day, so you don’t need to contract a marketing insights firm to get data over the course of a month – you can get the information that you require before tomorrow morning.
Polling data can also be useful for establishing pricing, and for seducing potential investors. Too few businesses leverage the power of asking their potential customers about what they want.
Surveys are amazing at gathering snapshots of what people think and how they feel about an idea or product. But if people aren’t searching for your type of product, no one will find it. Ditto with the type of content your create to attract people. This is where Google Trends comes in.
Google Trends lets you see what the overall interest is in certain subjects over time. Some keywords are evergreen – staying popular all the time. Some are seasonal, like Christmas cookie recipes. But the real trends that you want to look for are the ones that are changing over time. How can you position your ads to align with searches that are becoming more and more popular? How can you avoid positioning yourself around searches that peaked three years ago?
Of course, you can also make the case for finding trends that are under the radar. Keywords that are less competitive are less expensive, but the lower volume means that you would have to adjust your KPIs to match more modest expectations. And there has to be at least some mimimun interest around a subject. Google only delivers relevant ads, so if there are no searches, then there will be no ads delivered. Google Trends can make sure that you aren’t bidding on phantom topics.
Google Shopping Insights
This tool is only open to the US for the time being, but Google Shopping Insights can show you search interest around different topics on a city level, so you can see where different types of products are most popular – and therefore where they are most likely to be bought.
You can then target your ads to only be delivered in those markets with the highest interest, keeping you from wasting ad spend.
The last tool is Google Correlate. Google Correlate is a lot like when Google autofills the end of one of your searches as you type it in. When you identify subjects that get a lot of search results, Google Correlate calculates the other words that are most likely to go along with that search, so you can get more and more specific with your keywords and more and more effective with your ad campaigns.
But Google Correlate isn’t just about search engine marketing, it can also help you to break out with your content marketing. You can build your content around more specific types of subjects that aren’t nearly as populated. Greener pastures here you come!
Now that you know about these tools, which ones will you use to improve your ad campaigns?