Advanced Marketing LabThe online tools for a performance e-marketing strategy

Serena Pasqualetto

serena.pasqualetto@unipd.it

LESSON #2: ONLINE TOOLS FOR MARKET AND TREND RESEARCH

Online Market Analysis ToolsLESSON #2

Defining a productwith keywords

Keywords and queries

Most of the online tools available to do research are based on keywords and queries.

A query is the actual word or string of words that a user types into the search box of a search engine.

A keyword is an abstraction that we extrapolate from multiple search queries.

Keywords and queries

http://www.wordstream.com/blog/ws/2011/05/25/keywords-vs-search-queries

How are keywords used?

In SEO (Search Engine Optimization) they are used to optimize the contents of a website or app.

In PPC (Pay-per-click Advertising) we target them by bidding on them.

Types of keywords

Branded keywords:e.g. nike shoes, nike, nike apparel, buy nike sneakers etc

Non-branded keywordse.g. buy sneakers online, women’s sneakers, black sneakers buy

Google Keyword Planner

To access Google Keyword Planner, you need to create an AdWords account.

Get Keyword Ideas

Access Google Keyword Planner.

Type one or more keywords, your landing page and select your product category.

Select a location, a language and a date range (optional).

Over to you.

TASK.

- With you team, with the help of Keyword Tool, come up with a list of branded keywords and no more than 10 non-branded keywordsidentifying the sector to which The Augmented Traveler product belongs

- Write down your keywords in your report and motivate your choice.

Google Trends

Google Trends

google.com/trends

Google Trends

Google Trends data is an unbiased sample of Google search data. Only a percentage of searches are used to compile Trends data.

Real time data is a random sample of searches from the last seven days.

Non-real time data is a random sample of Google search data that can be pulled from as far back as 2004 and up to 36 hours prior to your search.

Source: support.google.com

Google Trends

Data that is excluded:

- Searches made by very few people- Duplicate searches- Special characters

Source: support.google.com

Google Trends

Search results are proportionate to the time and location of a query:Each data point is divided by the total searches of the geography and time range it represents, to compare relative popularity. Otherwise places with the most search volume would always be ranked highest.

The resulting numbers are then scaled on a range of 0 to 100 based on a topic’s proportion to all searches on all topics.

Different regions that show the same number of searches for a term will not always have the same total search volumes.

Source: support.google.com

Google Trends

SAMPLE QUERY: “Hotels in Venice”

Google Trends

Interest over time for query “Hotels in Venice” worldwide

Google Trends

Interest by region for query “Hotels in Venice”

Google Trends

Related topics and queries for query “Hotels in Venice”

Google Trends

Query “Hotels in Venice” compared with query “Hotels in Florence”

Google Trends

What type of information can we infer from this?

Google Trends

What type of information can we infer from this?

There is a seasonal trend for people searching for Hotels in Venice.

Worldwide, people search more for Hotels in Venice than for Hotels in Florence.

The UK is the market displaying the largest amount of searches for this query.

Google Trends

Task.

-Conduct research for the keywords you selected: identify trends throughout time and in different countries

- Identify potential markets.

- Identify related queries.

- Write down the information you collected in a report.

COMPETITOR ANALYSIS

Competitor Analysis

If you already know who your competitors are.

Ask yourself these questions:

• Do they have a blog?• Do people comment?• Do they update it regularly?• What types of content do

they publish?• Do they link to their social

profiles?• Are they active on those

profiles?• Do they do any events?

• Where are the Call-To-Actions?

• Are they using pop-ups?• Do they have an email list?• If so, you should subscribe• Are they offering coupons?• Do they have unique and

useful content on the homepage?

• What about category/product pages?

Competitor Analysis

If you do not know who your competitors are.

You can use some specific tools like:

• Semrush.com

• Isearchfrom.com

• “Related” Google operator

Semrush

Semrush.com

- Go to www.semrush.com- Type the domain of you website- Get information about traffic, organic search, competitors and a lot more.

Isearchfrom

Isearchfrom

- Go to isearchfrom.com- Type the keywords related to your business - Find out who ranks on Google’s SERP in a specific country and language

«Related» operator

«Related» operator on Google

Competitor Analysis

Task.

- Using the tools Semrush, Isearchfrom, Related, find information about possible competitors of The Augmented Traveler.

- Report your findings in your file and write down a short description of each competitor in terms of type of business, markets and online activity.

USER BEHAVIOUR ANALYSIS

Google’s Consumer Barometer

Google’s Consumer Barometer

The Consumer Barometer is a tool to help you understand how people use the Internet across the world.

www.consumerbarometer.com

Google’s Consumer Barometer

Types of tools you can findon Consumer Barometer

1) Graph Builder2) Trended data3) Audience Stories4) Curated Insights

Google’s Consumer Barometer

GRAPH BUILDER: Instructions

- Select survey questions and set filters from the menu

- Select filters to help you customize data

Google’s Consumer Barometer

- When you have selected 2 or more filters you can either view the average of your selections (Avg) or compare the different values (Compare).

Google’s Consumer Barometer

Selected filters

Any selected filters will be displayed above the graph. Filters that are not available for a specific graph will be greyed out.

Google’s Consumer Barometer

You can then export or share your graph.

Google’s Consumer Barometer

Task.

- Work in groups. Look at the questions available on the Consumer Barometer and select a minimum of 5 questions which you think are relevant to investigate The Augmented Traveler’s market and target customer.

- Filter these questions by selecting a set of markets which your groupbelieves to be the most interesting ones

- Export your graph and include it in your report. Write down your findings.

References

Google Trends

Google’s Consumer Barometer

Google Keyword Planner

Semrush

Isearchfrom