Google rolled out this week its latest toy, called Google
Insights for Search, a product intended to help advertisers and marketers
better understand search behavior. It is somewhat similar with Google Trends,
which the search giant updated in June this year.
The new product is
based on the same mechanism as Google Trends, enabling advertisers to search
for a term and obtain search volume patterns over time, as well as top related
and rising searches. At the same time, Google explained that advertisers will
also be able to compare volume trends based on search terms, categories,
geographic regions, or specific time ranges.
Google Insights for Search actually analyzes Google Web
searches to compute the number of searches done on that specific term, relative
to the total number of searches done on Google over time. The results will
indicate interest over time on a scale from 0 to 100.
The results page will also display the top searches, top
rising searches, and a world heat map graphically displaying the search volume
index with regions, subregions, and cities, Google explained, adding that the
system is powered by computer algorithms and it doesn’t use personally
identifiable data.
Google also gave a few examples on how Google Insights for
Search can be used: for instance, for a automobile manufacturer unsure of
whether it should highlight fuel efficiency, safety or engine performance to
advertise a new car model, a simple search reveals that the greatest interest
is in car safety, which should become a key element in the automaker’s market
strategy.
Furthermore, Google explained that Insights can be used to
determine seasonality as follows: if a ski resort wants to find out when people
are most interested in ski-related items, a search would reveal peaks in
August, December and January, results which are consistent over a period of
several years. This should help the ski-resort make better use of its budget
and staff.
Another domain where Insight will prove useful is in
creating brand associations, which could help an advertising company establish
a strategy based on the position of competing brands. Related searches and
rising searches will offer better understanding of what the competition has to
offer and what kind of campaign is necessary to differentiate one brand from
all the rest.
Another example was for producers who wish to enter new
markets. A wine distributor could use Insights to establish what markets are
more interested in what he has to offer. The search results will return results
both at national and subregional levels in terms of interest.
According to Google, the data will be updated once a day
with the previous day’s information, but sometimes, in rare cases, longer
delays could be expected.
For the time being, Google Insights for Search will only be
available in English, but Google says it might roll out the service in other
countries and languages as well in the future.
