Using Google Insights for Search

Google offers a free, external tool designed for advertisers and researchers called Insights for Search, shown in Figure 6-16. Insights compares search volume patterns across specific regions, categories, time frames, and Google properties (Products, Images, News, and Web). The tool shares the same data as Google Trends, but the interface facilitates research beneficial to AdWords advertisers.

For example, you can use Insights to research the popularity and seasonal fluctuations of particular search queries. A comparison of the terms “south beach diet,” “weight watchers,” and “atkins diet” reveals an unsurprising surge in related searches every January. The tool also reveals smaller, yet regular spikes in search volume every April or May and September. Use this information to make sure campaigns have appropriate conversion incentives and budgets during peak search times.