Understanding Google’s Competitive Analysis Tools

by | Dec 21, 2018

Google Competitive Analysis Tools

It’s not a hot take to say that marketing is growing faster than ever. In fact, recent data from the Bureau of Labor Statistics shows the marketing industry ranks in the top 15 job occupations for growth in the U.S.

With the ever-increasing amount of marketing campaigns and marketers, it’s becoming more difficult, and necessary, to get an edge on the competition. Lucky for marketers, Google offers some incredibly helpful tools for marketers.

Google Trends:

Google Trends is an amazing tool. The tool keeps track of what users are searching in real-time and archives it as well. More importantly, it gives Google Trend users the option to search a keyword to see what topics within that keyword are trending. When searched, users can dive into the data of the topic to discover what regions the keyword is trending in and the history of the keyword, where you can find out what time of the year the keyword increases in searches.

Shopping Insights:

This tool is great for retail stores. Similar to the Google Trends tool, but for products and brands. Insights users simply type in their product or brand to discover Google data on how Google users searched for the items. Shopping Insights provides data on daily search data, devises used (mobile versus desktop), a heat map of search intensity in different regions, top trending brands in each category and allows users to compare popular brands with competing products to see the specifications of what people were searching.

If you’re struggling with finding data for a specific product, Google Shopping Insights has its own categories and subcategories, so mining through those might be a better option. There, you can find insights on multiple brands within that category, as well as all the other features listed previously.

Google Predictive Search:

This one is prstraightforwardrward. First, you’ll need to use an incognito or private internet search so search history and cookies do not skew your search. This is done by pressing “shift + command + n” on Macs and “shift + ctrl + n” on Windows within the browser.

Next, go to Google’s home page, not the one set on your browser. This should take you to the main Google page with the “Google Search” and “I’m Feeling Lucky” options. Simply search keywords, comparisons or anything user might be searching on your product. Since the incognito hides and doesn’t save your search history, the predictive searches that drop down with be raw, unaltered and will give quick search results of what is being searched without the piles of data.

Google Ads Keyword Planner:

You will need a Google Adwords account set up for this one. Once set up, click on the “TOOLS” section at the top of the screen. Under the planning section, click “Keyword Planner.” In the “Find New Keywords” section, you can search specific keywords and discover a whole list of related keywords, the average monthly searches, competition and the pay range for each ad. If organic insights is what you’re looking for, the average monthly searches and competition is just what you need to plan blogs and web optimization accordingly.

Google Alerts:

Much of the TM staff loves this tool. It’s difficult to keep up with the fast-paced nature of marketing. Plus, Mining through the infinite amount of Google data, let alone find insights, is difficult. No one has time for that!

Instead, let Google bring the insights to you. Google Alerts allow you to register for multiple subscriptions on multiple platforms, they will in turn send you emails on the insights found throughout the week. Even better, it’s not overwhelming. Google ensures the insights they’re dropping in your mailbox are well-worth your time. Plus, it takes time to sort through all that data, even with Google’s resources.

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