November 3, 2020
PPC Ad Extension Best Practices
With some extra time on my hands, I started to think back on my New Year’s resolutions the other day. One of my main goals for 2020 was to start cooking more, apparently along with just about everyone else in my apartment building judging by the overflow of meal-kit boxes at the front desk everyday. So, I started my journey with my meal-kit delivery service the first week of January, which slowly but surely ended a few weeks ago. Oh well, I can always try again next year, right? Or maybe I should re-activate now due to current circumstances?
Anyway, the digital marketing nerd in me got to thinking about seasonality and the impact of things such as New Year’s resolutions. How can we better prepare for these changes? What tools are available to utilize?
Google Trends is a free tool that often gets overlooked for other shiny new software, but if you’re looking to see how you can shed light on your SEM performance without your wallet taking a hit, keep reading (or, you know, you can just wait until next year).
Let’s start with the obvious, gauging search volume over time. If you’re new to the SEM game, this is an imperative part of strategy, especially with no historical data. Ask yourself questions like, when do we see search volume start to pick up? Are there any surprising dips? This will help guide you in setting budgets or benchmarks for the entire year.
Get creative with what search terms you’re looking at. In the example below, you can look at the trend of meal kit delivery service as well as cancelling a popular meal-kit service. Prior to when cancellation searches start to increase, you can start to think about ways you can increase customer retention.
You can also use Google Trends to look at interest by region. Coupled with the search volume increase shown above, you can think about which regions to focus on. Whether that’s changing budgets, launching in localized languages, or customizing different nurturing campaigns.
Also, be sure to note you’re able to open up your search Worldwide or narrow based on country. Use this information to help uncover international expansion opportunities or hone in on new insights from areas you’re already targeting.
Lastly, check out the related topics and queries section of Google Trends. There’s always an opportunity to expand your keyword set. See what’s trending now in order to get ahead of the curb.
There are a number of ways Google Trends can help you finetune your marketing strategy, and these tips are just a few. Contact us if you’re interested in learning more.