During Tech Forum in Toronto this spring, we were thrilled to hear Jordyn Martinez of Simon & Schuster Canada encouraging the audience to dig into data available to them to drive their sales tactics. One of the tools she recommended is Google Trends, a free service that allows anyone to look at Google search trends over time.
Google Trends plots search interest over time on a graph with the x-axis as time and the y-axis as overall interest.* In this example, we can see that most people are searching for summer reading in early June. A marketer looking at this data might see that she should use “summer reading” as an advertising hook beginning in late spring, and tapering off as summer continues.
Google Trends also allows you to compare search terms against one another.
You can see how many people are searching for different genres, and when.
In this example, you can see that people are searching for romance novels and nonfiction titles at mostly comparable rates – they have similar same peaks and valleys, except for a spike in nonfiction searches in mid-December. This is likely a result of last-minute holiday shopping. Romance searches are fairly steady, with small peaks around the holidays and in late summer. When compared to one another, this shows us that interest in nonfiction fluctuates more seasonally, while romance remains steady. It also might indicate that people are buying romances for themselves and nonfiction for others.
Google Trends also allows you to look at top locations for searches, showing publishers where interest is, in addition to when.
Google Trends’ location map can help you learn where your target audiences really are. In this search for “Best Romance Novels,” we can see that most searches are in Massachusetts, Colorado, Minnesota, Tennessee, and Virginia. You can also drill down to find the metro areas where your chosen search terms are most popular. Publishers looking to make a splash with a new and steamy debut romance novel should make sure to target these states and cities with advertising and/or book tour stops. This tool can help publishers break out of a static approach to regional marketing, where the same roster of cities and states get standard amounts of marketing energy. Instead, publishers can start to develop a more dynamic and data-driven regional strategy.
Some advertisers use Google Trends to capitalize on brief viral spikes in public interest by creating of-the-moment ad campaigns. In this example, we can see a sharp increase in interest for “Old Town Road,” the viral song originally by Lil Nas X featuring Billy Ray Cyrus. An advertiser might note during the uptick that they can tie in a product to the hit song, or the flash of interest in cowboys. We recommend using this strategy sparingly. It is time consuming to chase trends effectively, plus audiences can tell if a company is more interested in riding waves of buzz than in building lasting, trusting relationships with consumers.
For publishers, Google Trends is best thought of in the long-term. It can show you whether your genres are getting seasonal, cyclical attention or a steady thrum throughout the year. You’ll know whether you should be pitching your books as holiday picks if interest in their genre spike around December. Plus, you’ll be able to better focus your attention beyond the major markets; how to truly cater to your audience wherever they are.
Jordyn Martinez of Simon & Schuster Canada told NetGalley Insights, “Google Trends is really useful for any department, particularly acquisitions, sales, and marketing. In terms of sales, I use it to see what the Canadian population is searching for, to see if there’s room for growth or if what I’m selling is tapping into a trend. It’s especially useful if I want to know whether a trend has shifted at all, whether there seems to be more or less demand. It’s information that I can bring to my buyers, so that we can make educated decisions on how to position the book.”
*The data in GoogleTrends is all indexed to 100, meaning that whenever the line reaches 100, it represents the moment in time when there were the most people searching for that term. It does not refer to a percentage of overall Google searches or number of users. This also means that the max interest will represent numbers of people. The peak for “Game of Thrones” searches will cover a wider swath of the population than the peak for “Spring Book Club Picks,” although both will be indexed to 100. Google News Lab gave a nice overview here.
Check out more tips and news for data-driven decision making from NetGalley Insights here.