Businesses are increasingly learning how to use the Internet for their own advantage, receiving immediate feedback from customer purchasing patterns and keeping track of the competition in real time.
Use this page to gain insights into the most effective ways to advertise with Google. Browse our collection of real-time insights tools, and research studies to make the most of this ever-growing business opportunity.
Real-time insights for real-time solutions
Inform your Brand Strategy
- How can I identify trends in my target market?
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Insights for Search
Search activity is a measure of consumer interest. Search trends from Insights for Search can inform your brand, advertising strategy and budget.
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Understand global search trends.
Where in the world is your customer interest the highest? -
Track seasonality.
Measure of interest levels across categories and over time. -
Match your marketing to the times.
Study search levels on your brand, product and category.
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- How can I quantify consumer interest in my product or brand?
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Keyword Tool
Use the Google Keyword Tool to discover global and local monthly search volumes on words and phrases related to your brand and category. Assess competition on specific queries. Enter a URL to see data on keywords related to the content of that page.
Gain Website Audience Insight
- Where are the best places to reach my audience online?
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Google Ad Planner
What makes your customer base unique?
Try comparing the people who search for your product to those who search for your competitors' products by looking at the websites they visit.
Uncover audience insights.
Let's say you sell sportswear and you've learned that your target market prefers tennis to football. Discover the types of sites that attract tennis fans but not football fans.
- How can I get an overview of what audiences are searching for?
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YouTube Insights for Audience
We all watch videos online, but who watches what? Use YouTube Insights for Audience to select demographics and video categories and we'll generate a comprehensive report outlining who is watching what so you can target your ads accordingly.
Know your Customers Better
- How can I quantify consumer interest in my product or brand?
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Google Keyword Volume Tool
Use the Google Keyword Tool to understand search behaviours. Discover global and local monthly search volumes. Assess advertiser competition on specific queries. Enter a URL for specific data on keywords related to the content on that page.
- Who are my audience and how are they discovering my content?
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YouTube Insight
View detailed statistics about the popularity of the videos you upload. Understand the size of the audience, the sources of your video views and trends over time. Reports include demographic information, including the age range, gender and geographic location of your audience.
You must be logged in to your YouTube account to use this tool
Keep Tabs on the Market
- Where can I find out what consumers think of my brand?
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Google Blog Search
Search posts in more than 18 languages on all blogs across Google's continually updated blog index to find information relating to your brand.
- What are the latest news and views on my brand?
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Google Alerts
Easily monitor news, blogs, videos and other coverage. Some handy uses of Alerts include:
- Tracking a developing news story.
- Keeping tabs on your brand or products
- Keeping current on a competitor or industry
Understand the research to inform your strategy
Understand how shoppers search online
- What's the role of search and online research in the decision to buy?
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Research that shows the degree to which people research online and use search in different product categories, and several more in depth studies which demonstrate how search is used at all stages of the research process. It's not just about the conversion.
- What does the online research process really look like?
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The classic model of a purchase funnel doesn't fit how people actually research their buying decisions online. Google has worked with partners to investigate the clickstream of shoppers in a range of product categories. Reviewing these studies will cause many to re-think their search advertising and click attribution practices.
How search drives sales, online and offline
- What's the potential for online advertising to drive in-store or other offline sales?
- We know that researching online before buying in store is a common behavior. Over the past year Google has been working with clients to understand this further and prove the impact of their online advertising investment in driving store sales, so they can ultimately say for every £ $ or € they spend online how much revenue can they expect to drive through their stores or contact centres.
- What's the efficiency of AdWords in the overall media mix at driving sales?
- Google has worked with major advertisers to understand how search compares with other media and marketing activities at driving sales and conversions.
Branding with AdWords
- What is the branding effect of search advertising?
- Presence in the search results pages can drive awareness and brand metrics for advertisers who can reach a highly targeted audience with a tailored, relevant message
- What's the efficiency of AdWords in the overall media mix at driving brand metrics?
- Google has worked with selected advertisers to understand how search works in a mixed media campaign at driving branding metrics. Results typically show that search on its own is efficient at driving metrics such as awareness, but more significantly search improves the effectiveness of offline media when used in combination.
YouTube and Display Research Insights
- Who uses YouTube and what are their interests and attitudes?
- YouTube has mass media reach which allows advertisers to target many niche audiences. Google has done research to connect YouTube usage with user attitudes which helps media planners evaluate how YouTube can deliver the audiences they are targeting.
- How does the YouTube experience support advertisers' campaign goals?
- YouTube is a great home for good creative - it is an engaging place for users to interact with advertising, delivers a brand halo effect for advertisers, and offers a platform for helping campaigns go viral. Google has worked with a number of advertisers to validate the positive impact of placements on YouTube.
- How does YouTube fit into the overall media-mix?
- Google has worked with a number of advertisers to understand the efficiency and effectiveness of YouTube advertising in the context of a multi-media campaign, and the contribution of online to total campaign reach.
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