From the course: Marketing Tips
Use Google Shopping Insights for market research
From the course: Marketing Tips
Use Google Shopping Insights for market research
- [Announcer] Hey and welcome to another episode of Marketing Tips. I'm Brad Batesole and today, I want to show you a great way to identify trends and insights regarding shopping online. Now it's no surprise that Google is the first place that shoppers go to when they're looking to discover new brand, product, or do research. And fortunately, they've compiled all of this data in their Think With Google program and developed what they're calling Shopping Insights. And you'll get here at shopping.thinkwithgoogle.com. So to show you how powerful this is, let's say that we're going to do a search for backpacks. Perhaps I own an e-commerce storefront selling backpacks and need to understand when I should be buying ads, who my audience is, what the top products I should be selling are and what seasonality looks like. Google has this all for you in this one platform. So right away, I can see they've selected the last 30 days and they're showing me searches over time. Now we could also select from the drop down a shopping season, in this case, the holiday season is coming up. So I can select the holiday season and I can see when the searches are going to peak during this date range. So here we can see that the trend actually declines the closer that we get to the December 25th holiday as well as the New Year but things peak right around Thanksgiving in the United States which coincides with Black Friday and Cyber Monday, two of the biggest shopping days. You can also toggle between mobile and desktop to see how these trends change. As I scroll down, you get access into the top brands. Here I can see that Osprey, The North Face, Tumi, and Herschel Supply Company make up the most popular backpack brands. You can also filter by location. This can help you as you identify bid modifiers or even to see if you should stock particular products for particular regions. As I scroll back to the top, we can also compare this. So perhaps we're comparing backpacks to jackets. As we can see, jackets indicated by the red line, are far more popular than backpacks indicated by the blue line. You can also drill in so I can drill in to The North Face and add that as a comparison. Let's say I want to compare The North Face versus Herschel Supply. I'm going to simply remove by selecting the pencil icon and then the trash can those two other queries. Now we can see how these compare. So they follow the same search patterns but we can compare the interest by location. So I see The North Face is very popular in Massachusetts and California but Herschel is incredibly popular in Hawaii and New York. What I may do with that data is decide I'm going to run Google ads promoting the Herschel products for my storefront in Hawaii and New York with high bid modifiers. With The North Face, I'm willing to bid more in Massachusetts and California. This allows me to have a competitive advantage by adjusting that advertising strategy by location I can save a little bit of money, potentially get a better click-through rate and therefore, have a higher ROI. I encourage you to check out Shopping Insights if you're running an e-commerce storefront or simply want to gather market research. Thanks for checking in. As always, I'd love to hear from you. So follow my on Twitter via @bradbatesole or on LinkedIn.
Contents
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Best practices for organizing UTM tags for campaigns5m 26s
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How to conduct A/B testing with Google Optimize4m 47s
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Calculate and forecast growth rate using Excel4m 6s
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Project management tips for agile marketing using Trello3m 42s
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Data analysis with Google Data Studio3m 52s
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SQL for marketers3m 6s
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Why you need to bid on your brand keywords with Google Ads3m 1s
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How to work with a new sales team3m 5s
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How to calculate what to bid and spend on ads4m 24s
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Build a lean canvas with RealtimeBoard5m 1s
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How to increase email open rates by improving timing4m 14s
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Searching competitor sites for hidden gems and content2m 51s
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Use SEO research to generate ideas for your blog content2m 15s
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Shortcut to quickly generate new Google Docs, Sheets, and Slides1m 17s
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Advertise in Gmail with Google Ads4m 18s
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Launch a legally compliant sweepstakes6m 17s
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Check URL redirects after a site relaunch3m 14s
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Landing page inspiration with Land-book1m 37s
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Use Hunter.io to find email addresses2m 14s
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How to set up Google Alerts2m 53s
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Growth hacking content using Twitter custom Audiences3m 28s
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Use Google Shopping Insights for market research3m 47s
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What is creativity and how do you come up with new ideas?4m 49s
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Source testimonials from your customers4m 30s
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Prioritze objectives with the ICE model5m 8s
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Introduce high-tempo testing in your workflow3m 10s
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Evaluate your Net Promoter Score (NPS)4m 2s
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Building better landing pages1m 46s
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How to improve your local SEO2m 33s
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Quicky add subtitles to any video with Kapwing3m 20s
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How to prequalify traffic when running PPC ads2m 56s
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Identify conversion problems with Google Analytics4m 41s
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Use HARO to make connections with journalists2m 18s
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Conduct SEO research by running PPC ads3m 8s
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Monitor your competitors' websites for changes1m 50s
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Matchbooks are good marketing3m 43s
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What is your unfair advantage?3m 56s
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Sensory marketing: Mental stimulation in display ads3m 26s
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Geotarget single buildings in Facebook ads2m 53s
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Automate your LinkedIn networking3m 52s
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Google image search tips for market research2m 56s
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Creating animated images with Crello1m 46s
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Optimizing your LinkedIn profile3m 22s
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Listing your service or delivery business on Google1m 32s
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Using Google Trends for market research3m 39s
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