Join Adriaan Brits for an in-depth discussion in this video Using Google AdWords to measure demand, part of Online Marketing Foundations: Digital Marketing Research.
- [Instructor] In countries where Google represents the majority of the online search market, it's one of the best tools to measure demand for products and services. The way Google enable advertisers to measure demand is through a free tool called the Google Keyword Planner. This is available to anyone with a Google ads account. The Google Keyword Planner can tell us all sorts of interesting data, for example how many monthly searches there are for a term, and which related terms people are searching for. It can also show us data for specific countries, and global data.
Now let's look at how to use the Google Keyword Planner. And this you're gonna find once you log into a Google ads account. So we look towards the top right area, and we click on Tools, and then on the left under Planning select the Keyword Planner, and now we're going to select the option that says Get search volume and forecasts. Now we can simply enter the keywords that we want to know more about. So let's imagine that we're a hotel group, and we own a hotel in Boston and Los Angeles, but we're also interested to know about market demand for hotels in other cities.
So let's just go ahead and we enter these keywords. We'll type in hotels in Boston, and underneath that we'll enter hotels in Los Angeles, we can use any other city, for example hotels in Sydney, and we can just use the generic term hotels. Now just click on Get Started, and within seconds Google will provide us with some interesting information.
Now let's forget for a moment about the advertising budget forecast, and if you look towards the top right there's a tab that says Historical Metrics. So if you click on that tab, we can see the search volume for each of our locations that we've entered, so we know which cities are more in demand with potential customers, and of course we can also see seasonal trends if we hover over the top bar chart area here and this is something we can map to our own occupancy rates to determine our relative market share.
Now this is a great start, but actually we can learn so much more. Let's see what else there is. I would imagine that you would also like to know what other keywords potential visitors use when they search for hotels. So to do this, we would again enter the Google Keyword Planner as we've explained before, but this time we're going to select the Find keywords option and now we're going to enter our keywords again, so let's use hotels, hotels in Boston, and just one more, we'll use hotels in Los Angeles.
And we'll click on Get Started, and here we can see as we scroll down Google ads will present us with a string of important keywords that people used historically. We can see the search volume for each of these, as well as the indicative cost per click if we were to buy advertising from Google. You can obviously imagine how valuable this data is, even if your intention was not to buy ads but for general market research. This level of data also helps us to determine our own share of the market compared to the overall picture.
And this tool you can deploy on a national or on global scale. If I click on the volume, in other words we look at the average monthly searches if I click on that, whatever view we had before, it will sort it according to the most popular key phrases. Now an interesting thing to remember is that often we add up the sum of the low volume of keywords, and we add it up together and this can far exceed the volume of the original key phrase that we used, so we want to remain open-minded in our research as to what we might learn and how we might benefit from that.
You should also scroll to the top and look at locations, this is a useful feature for example if we want to know how many people are searching for our phrases in France and in India, then to do this we'll click on Locations, we'll remove the previous locations that we've used, we'll enter France, we'll click on Target, and then we'll enter India. Of course you can do this individually or for both of them combined, click on Save, and then the data set will alter significantly in this case to provide us with accurate information for these locations.
Now if you repeat what we've just done here individually for different countries, it will reveal where in the world that biggest demand lies for a specific product or service, and even where it could be the cheapest to advertise if you look at the historic cost per click data. Now think about this further, how can we learn very specific things about local markets such as local search phrases? So do people in India search differently than people in France before they book a hotel in Boston? Well, use the tool and find out, you might be surprised by the different data set reveal.
So I would encourage you to try this out yourself with different products and services and repeating this often, until you're at ease with this process.
Adriaan Brits consults with organizations all over the world at improving their market research practices. Here, he shares his knowledge with you. Using data from big (and free) online ecosystems such as Google, Facebook, and LinkedIn, Adriaan shows how you can measure consumer demand, trends, market competitiveness, and direct competition. He also introduces some premium toolsets used by professional marketers. By the end of the course, you'll have the skills to conduct your own independent research and investigate your customers and competitors online.
- Explain how to conduct ethical research.
- Identify the benefits of digital research.
- Use Google AdWords to measure demand.
- Leverage LinkedIn to measure the competition.
- Distinguish tools from Google, Amazon, LinkedIn, and Facebook.
Skill Level Intermediate
Q. This course was updated in 12/2017. What topics were updated?
A. The following topics were part of the update: professional research tools, SEMrush, and SimilarWeb.