Archive for the ‘Google Insights’ Category

Halloween Search Insights 2009

October 31, 2009

Using Google Insights for search tool is excellent way to visualize search behavior over time particularly the cyclicality of seasonal shopping.

For instance as expected, interest in Halloween is virtually non-existent during the majority of the year and then begins to gradually increase as Halloween approaches.

Halloween Web Search Interest

Halloween Web Search Interest

The commercialization of Halloween is reflected through regional search interest in the subject with the United States and Canada generating a disproportionate amount of search queries as compared to other countries.

Regional Search Interest

Regional Search Interest

Halloween costumes and parties searches illustrate the commercial nature of Halloween while also signaling purchase intent.

Halloween Search Terms

Halloween Search Terms

Businesses of all types and sizes can use Google Insights for search to investigate and identify what if any seasonal shopping trends may exist within their markets.

Google Advertising and Marketing Trends Index

September 11, 2009

The Google Finance blog has announced a new set of tools for analyzing search volumes called Google Domestic Trends on Google Finance.

How Google Domestic Trends works:

Google Domestic Trends tracks Google search traffic across specific sectors of the economy. The changes in the search volume of a given sector on google.com may provide useful economic insight. We have created 23 indexes that track the major economic sectors, such as retail, auto and unemployment. Each index value is baselined at 1.0 on January 1, 2004 and is calculated and displayed on the Google Finance charts as a 7-day moving average. You can easily compare actual stocks and market indexes to these Google Trends on the charts.

The 23 categories available in Google’s Domestic Trends tool are: Advertising & marketing, Air travel, Auto buyers, Auto financing, Automotive, Banking & personal finance, Business, Computers & electronics, Construction, Credit & lending, Durable goods, Finance & Insurance, Furniture, Industries, Investing, Jobs, Luxury goods, Mortgage, Real estate, Rental, Retail trade, Travel and Unemployment.

The Google Advertising and Marketing Trends Index which tracks queries related to “marketing, do not call, advertising, signs, logo, commercials” etc. illustrates both the marketing industry’s peaks and troughs since 2004.

Interestingly, the lowest point in the index was reached in January of this year while the highest point since early 2005 was reached September 4 of this year.

The Advertising and Marketing Trends Index probably peaked as a result of increased advertising and marketing spending by the auto industry on the cash for clunkers program.

Google Advertising & Marketing Index

Google Advertising & Marketing Index

Google’s index data can be compared with actual stocks, the Dow Jones, or Nasdaq by entering the respective tickers in the Compare box.

Below, I have generated a Google Advertising and Marketing Trends chart comparing the performance of the Dow Jones, S&P 500, Nasdaq, Google (GOOG) and the New York Times (NYT).

Google Advertising Marketing Index Stocks Comparison

Google Advertising Marketing Index Stocks Comparison

While the indexes have remained in a relatively narrow trading range, Google and the New York Times stock have not. Google stock has climbed 350% while the New York Times Company stock has fallen 79% over the same time period.

Evidently, now is not the time to be in the content creation business.

Google Insights for Search provides more detailed information about the ten search categories that compose the Google Domestic Trends Index on a country by country or worldwide basis.

Google Insights for Search US Advertising & Marketing Index

Google Insights for Search US Advertising & Marketing Index

Additionally, Insights for Search now also provides a forecast for each of the 23 Domestic Trends.

In the case of the Advertising and Marketing Index, Google forecasts a 47% drop in US Advertising and Marketing activity for December 2009 compared to December 2004.

Google Insights for Search Worldwide Advertising Marketing Index

Google Insights for Search Worldwide Advertising Marketing Index

Google forecasts a 43% drop in Worldwide Advertising and Marketing activity for December 2009 compared to December 2004.

2008: Black Friday vs. Cyber Monday

November 26, 2008

Google Insights for Search compares overall and regional search interest between the holiday retail shopping terms Black Friday and Cyber Monday.

Black Friday is the day after Thanksgiving and refers to the first day of Christmas shopping at traditional brick and mortar stores, whereas Cyber Monday occurs exclusively online the Monday after Thanksgiving and kicks off the increase in internet holiday shopping.

Google Insights for Search can contrast searcher interest in two up to five terms from within different time periods.

The graph below show search interest in Black Friday 2007 vs. Cyber Monday 2007.

Clearly search interest was much greater for Black Friday during 2007 than Cyber Monday.

Black Friday 2007 vs. Cyber Monday 2007

Black Friday 2007 vs. Cyber Monday 2007

Although we haven’t reached the 2008 year end yet, it looks like Black Friday will again receive considerably more search interest in 2008 than Cyber Monday.

Black Friday vs. Cyber Monday

Black Friday vs. Cyber Monday

With Black Friday rapidly approaching, searchers are mostly searching for Black Friday Ads, Black Friday Sales, Black Friday Deals and both Walmart’s and Target’s Black Friday sales.

Regional search interest in Black Friday appears greater from within the central United States than from states on either the East or West coasts.

Black Friday Regional Interest

Black Friday Regional Interest

With consumers not quite as familiar with the term Cyber Monday as Black Friday, searchers confuse the two terms and search for “Black Monday” more than they search for Cyber Monday.

As with Black Friday, the majority of searches related to Cyber Monday are related Cyber Monday Ads, Deals and Sales.

Unlike Black Friday, search interest in Cyber Monday presently only comes from a handful of states – the states on average with the largest populations.

Cyber Monday Regional Interest

Cyber Monday Regional Interest

Because consumers aren’t clear which is the correct term – Black Monday or Cyber Monday – Internet Retailers who incorporate both Black and Cyber into their holiday online ads may see more traffic and thus sales than retailers who do not.