Recently, Google presented a new feature ‘Product search trends’ which can provide you with the most popular queries within a certain shopping category. It covers around 55,000 products, 45,000 brands, and almost 5,000 categories. The updated version is currently available only in the USA, however, this always means that its geography will be significantly extended in the following months. Forewarned is forearmed, so let’s take a closer look at what value it could bring to an online store?
Initially, the Shopping Insights tool was launched in 2015 to help retailers track major product trends. It showed search data by products, cities, as well as devices, and highlighted the areas on the map where a particular query was the most relevant.
Today, everyone can check not only popular products and the area of their prevalence but also track top brands within a category in the particular shopping season. It is also possible to analyse periods of queries splashes or drops, as well as compare several categories’ data.
Let’s imagine your online store is planning to sell winter sports equipment. And you have to analyse the demand. For instance, we can examine snowboard and ski boots since these two sports are equally popular within the conventional audience.
If you choose the annual period, you will see that the frequency of queries has increased. However, ski boots are still in more demand than snowboard.
You may also check what brands are most popular within each product type, as well as examine the total relative search volume of both categories.
And get access to the locations where users look for products you offer the most frequent.
Moreover, you can examine what devices your target audience uses in percentage correlation when looking for these products.
What are the benefits for ecommerce managers and marketers?
Market analysis. First, this tool helps you analyse the demand for target products, as well as their search volume dynamics over the market at no cost. Consequently, it can support your decision of what type of products to focus on in different regions.
Merchandising. Being aware of what products are currently trending, you can easily highlight these on banners on your homepage as well as compliment them with similar models or related categories/brands.
Furthermore, you can use trends data for relevant allocating products within a category page or when elaborating filters.
Let’s consider an example from evo.com as this fits our queries. They attract attention with top-brands both in snowboard and ski boots categories on their homepage. However, we can notice that Salomon which is the leader in the ski category, offers snowboards here. Nevertheless, the keyword has worked, and consumers-skiers have been ‘trapped’ on the site, where they can change the category into a desired one in the header with one click only.
Evo has also added related brands with snowboard clothes, backpacks, ski and snowboard bags and other accessories below the main banners.
SEO. All types of trending data can help you optimise your website pages for search engines.
For example, you can ask your copywriters to create articles about favourite snowboard or ski boots of sportsmen who participate in the Olympic Games or X Games last year with links to these or similar models on your site. Blogs will also be pleased to publish such type of content, prospects will be curious to find this information out, and you, in turn, will improve your link building quality which is essential for high ranking within the search results.
Paid Ad Campaigns. We are forced to follow trends if we do not create them. That is why Google Shopping Insight is a good assistant, on one side, for your designer who creates ad images, on another side, for a marketer who will set up a campaign as they can find out the main information for ad targeting: location, most used for searching devices, keywords and so on. But above all, for business owners who have to set clear and correct tasks for their teams.
A/B/N Testing. If your product range allows you to split the audience by two-three types of interests, you can create personalised banners on the main page for each. Coming back to our examples, half of your audience prefer skiing, and the other half – snowboarding. Configure customers for your test depending on their previous purchases, visits and locations, and display trendy snowboard boots on the homepage for consumers from Vermont who bought, for example, snow bindings before, or surfing through the Snowboard category. In turn, show popular ski boots for those, who explored the Ski category and purchased anything related to skiing. This solution can significantly increase your sales, so it worth your time.
Email Marketing. Now you know what your target audience is hunting for. It’s a good idea to segment it into groups by interests for sending personalised offers via email.
Buying and production processes. If you are not subscribed to any expensive trend forecasting company, this is an excellent tool to plan your assortment or produce items similar to most-searched.
Sum it up?
The improved Google’s tool now can demonstrate the most popular products within particular categories as well as the dynamics of search volume within a specific period, interests by locations, and shares by devices. We can also compare up to 4 categories/brands/product types and receive personalised reports about the search data we are interested in. This is currently available in the USA, but it must extend to Europe and other countries in the nearest future if reliance on the previous Google’s strategy for launching new products or updates.
This free tool can help business owners understand the overall trends within a specific niche, perceive the relative importance of brands, as well as allocate the item on a page following global demand. It allows marketers to target ad campaigns accurately, focus on appropriate keywords, and adjust their marketing strategies.
We can also make a deduction, that this service might take a direct part in automated targeting processes within ‘Universal ad campaigns’ which Google launched last year. And in future, all campaigns on Google will require only our budget. Who knows?