Focusing Your Google Search

While most marketers are familiar with the various ways Google and Google Ads allow you to search and measure the effectiveness of your ads, they have now introduced yet another method to track searches and effectiveness – by region.

This may seem effective mostly for consumer companies at first-glance, but doing searches based on broad industry trends and cross-referencing it by location can be an effective tool.

The service is an extension of Google Trends, a two-year-old service that, for instance, reveals that Cisco’s stock price and Michael Lockwood, the husband of Lisa Marie Presley, were two of the most-searched terms on Tuesday afternoon.

The collection of search queries that people type into Google has been called a “database of intentions” since it is a window into what people are interested in and, sometimes, what they are interested in buying.

Insights allows anyone to analyze the results in much greater detail than Trends does. Users can slice the data by categories to distinguish, for example, searches for Apple the company and apple the fruit.

“If you are the head of the Washington apple growers association, you may be interested in this,” said Hal Varian, Google’s chief economist.

Users can also slice the data into finer geographic areas than with Trends and view it on a map. And they can download the data onto spreadsheets to compare it to their own forecasts or research.

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