A Brief Look at How Analytic Tools Offered by Google are Changing the Business of Audience Analytics
According to a recent report, more than 3 billion people exist online. Easy to say, the World Wide Web (www) is now among the biggest computing phenomenon in the human history.
Google, which originally began operations as a search engine website, has now grown into a multi-faceted marketing and advertising platform since 2005. For marketing teams, Google’s business analytics tools have made a big difference in the way brands identify and connect to the internet users, who eventually turn into online customers.
For online marketing teams, Google’s business tools have laid the ground rules of how to essentially start the initiation of a truly omnichannel customer targeting campaign.
What is Audience Analytics?
Globally, as buying increasingly happens online and with almost every brand having their presence in the digital space, conversations around products are happening majorly on social media channels like Facebook, Twitter, Instagram etc.
These conversations act as an elixir behind a company’s drive to deliver everything starting from customer expectations to product development. With these newer platforms and engagement rules changing, businesses were not very confident if they were grasping the dynamics of this information correctly.
Later as things began to streamline, the industry realized that it is not what is being said about a product or it’s competitors but it has more to do with who is doing most of the talking that controls the trend. This was defined as Audience Analytics and it was invented to help companies fully understand who their current and future customers are likely to be.
The system of deriving market insights from this information was all thanks to Google’s business analytical tools that broke in and standardized new marketing capabilities.
Today, companies define their marketing strategies through the audience insights they receive via Google Tools, Google becoming synonymous with analytical authority.
The tools mentioned below with their specific attributes allow comparing and building a robust list of an enterprise’s targeted audience. Marketers can then go ahead and improvise in order to infuse product-related unique campaigns. This should result in pulling and winning customers towards the product and sustain them in the long run.
Exploring Google’s Business Integrations
The major chunk of analytics market and Google’s ability to transform it is based on how effectively organizations can absorb tools. If integrated correctly, Google’s business tools have the power of building a chain of positive events in order to deliver business objectives
Google Keyword Planner
Google Keyword Planner helps marketers kill two birds with one stone. Not only does it help in building a ‘Pay Per Click’ advertisement model based on the search term, it also helps in a huge way to develop website content containing the main keywords. Keyword-rich content assists to build a robust landing page attracting website traffic. Business users will need to have an active Google AdWords account in order to leverage full benefits of the Keyword Planner Software, however, the software, per se, is free. It works simply by the software’s interface prompting the user to submit information about what this user wants to know about the search term.
The entry in the form can be further filtered by selecting options for location, language, duration etc. Additionally, if the user wants Google’s Search Engine partner results to be included in the final output, there is an option for the same as well. Once the desired filter combination is applied, a user has to click on the ‘Get Ideas’ Tab in the Planner to get the statistic.
The statistic is spread out in two parts; ad group ideas and keyword ideas. The planner will also suggest a list of keywords that are similar to the original keyword. This will depend on the targeting choices and the date range that the search was done for. Ad groups will give statistics on the derived keywords for targetting an audience and will give individual statistics for each keyword. The entire range of Keyword Planner features can only be accessed if the user reflects to be doing some median spending on his/her AdWords account.
Hence, by simply glancing at the result a business can be confident about the interest level of people in the product that they wish to advertise for helping build a fact-based audience profile.
Google Correlate is a unique and futuristic tool that allows its users to use a dataset in order to derive search queries. In most cases, users will not have an original or an acquired data set. Although, Google accommodates that by facilitating a user to enter simple search terms and procure a dataset instantly.
The data around this has been stored in Google Servers since 2003 with Google assuring weekly updates for the same. The data displayed on the website can be a fantastic tool to build audience profiles. A business can get all the related keywords that are closely similar to the main keyword in order to build buyer personas subsequently initiating targeted marketing.
Another amazing feature is that several tweaks can be applied to Correlate in terms of location, audience etc. allowing business users to run a variety of combinations for profiling their audience.
Google Correlate is perfect for organizations who want to create a flagship business around products from a certain segment. As an example, if a wellness segment business has already established their mark in wellness centers, they can use this tool and find out what do people search around wellness centers and launch a product based on the search conclusions like say, green tea or Yoga mats.
As the name suggests, Google trends efficiently track what people are searching, globally. This software functions in an opposite way when compared with Google Correlate and is very useful to initiate virgin marketing campaigns or market research. Hence it becomes the primary tool for businesses and marketers for digital marketing campaigns and the strategy to go about the same. Access to this tool allows the user to check the popularity of the desired keyword from the year 2004 and how the popularity has fluctuated over the years via the use of diagrams and charts.
Five separate keywords can be compared at a time giving a fair idea of how interested the intended audience is in what is being searched along with displaying spikes in popularity over a duration of time. Google Trends also has filter functionality and the results can be filtered according to time, geography, subject, type of medium used to search etc.
The brilliance of long-term data and real-time popularity fluctuation numeric provide marketers to build a roadmap and present it to company stakeholders so that they can build products that stay popular over a longer period of time.
Google Trends has a feature that allows a user to receive prompts about related queries that are in conjunction with the original search term. The allied terms too can be drilled down further. Google Trends is a powerhouse when it comes to keyword analysis as it displays the capability of completely dissecting a search term via its brilliant algorithm.
Another fantastic tool for generating from google’s technological labs, Google Analytics is the most preferred tool when it comes to casual users willing to monitor their website traffic. Google Analytics which is integrated with Google AdWords helps users check the performance of their marketing campaigns by monitoring their landing pages and checking conversions rather than just visits. If sales were not the business objective, monitoring of any other business objective(s) like leads, views or downloads is achievable as well.
Google Analytics can check the duration a user visits the website and the user’s geographical location coupled with visitor segregation features. Google has managed to diversify its analytical part to cater to the e-commerce industry as well as facilitating monitoring of sales, revenues, stocks etc. With the invention of real-time monitoring, Google entered into the niche software sphere of permitting users to look at site visitors as these visitors browse the site. This feature allows 100 licenses, each license corresponding to one website, although licensing per se happens depending on visitor number to the website. The site has to have less than 5 million visits in order for real-time monitoring to work unless integrated with AdWords.
Google Website Optimizer as a pre-integrated feature in this platform compares behaviors of several groups other than one’s own helping marketers devise marketing strategies in foreign regions. Special modifications allow Google Analytics to even monitor advertisements of social media platforms, however, it is not very common as such platforms have their own analytic provisions.
Google set to lead futuristic marketing
This was just an introduction to the aspect specifications of Google’s business tools, but this is really only the tip of the iceberg. Google will be a game changer in the digital marketing sphere and would introduce the world to brand new avenues that would be true ancillaries towards futuristic marketing.