USING GOOGLE TRENDS

FOR MARKET RESEARCH

WHAT IS GOOGLE TRENDS?

Google Trends is an online tool that shows how often a search term is entered into Google's search engine
relative to the total number of searches over a given period 1. Google trends can be used to compare keyword
popularity and to discover leaps in popularity caused by various events. Google Trends also shows geographical
information about search engine users.

HOW TO USE GOOGLE TRENDS?

You can view Google Trends by visiting the website https://trends.google.com/ and checking which searches
are currently popular (scroll down) and then explore the topic for more information.

Scroll down the page to see what are the most popular topics in your country.

1
The tool does not show a specific number of searches (this can be found using Google Addwords Keyword
Planner)
 Choose your country

You can also enter a search term in the search box at the top to see how the number of searches for that term
has changed over time and in different locations. Change location, time frame, category or industry, and search
type (network, news, shopping or YouTube) for more detailed data.

The screenshot below shows how internet users in Silesian Voivodeship were interested in disinfection liquids
and surgical masks in the last 90 days.

Choose region

Google search trend data can be very useful for marketers. For example, if you have seasonal sales (such as a
home and gardening store), intensify your marketing efforts when search queries related to your product are
popular. During jumps in the number of searches, the cost per click in AdWords is likely to be higher, so be sure
to allocate a larger budget to spend in AdWords when your products or services are popular.

You can also compare the popularity of different keywords - use the "+ Compare" function to do this.

TASK

Write a report on the implementation of the following tasks.

Choose a keyword (e.g. product name) and use Google Trends to investigate how search statistics developed
over a specific period of time (e.g. last year, last 5 years). Specify search parameters such as region, industry.

Compare two or more products that can compete with each other (e.g. Apple Watch and Samsung Watch).

• How can the results be interpreted?

• Which product is the most wanted?

• Is interest in the product seasonal?

• When is interest the most?

• Which regions have the greatest interest in the product? How can you explain it?

• How can you interpret product interest (holidays, holiday season, world events)?

• What practical conclusions from the analysis can be drawn by an entrepreneur planning a marketing
campaign for a selected product?