Holiday Search Marketing Campaigns (Mktg 420)

Name: Hai Liu

Twitter ID: KennyLiu15

LinkedIN: http://www.linkedin.com/pub/hai-liu/75/576/b8b?trk=tbr

I recently find a interesting phenomenon: Some web pages show the ads that is about the products that I recently searched on the Google. Thus, I googled that. The result turns out that what I searched on the google would be recorded. I still don’t know how does it exactly work but I feel like this is really a very powerful marketing tool.

Suppose we are going into the holidays and if you are anything like me you know that you will need to buy cards and gifts for friends, associates and family.

Google trends shows just a few of the trending holiday search terms that show up in November and December.

One of my favorite seasonal topics is recipe related search terms. The Google trends data shows how the spikes for recipe terms take off during the holidays.

This trending data really comes home when we look at our modern society, especially for those of us in the North America, is faced with the pressure of gift giving. It is even true when there is not enough in the family budget to give a gift to everyone on the list. Not surprisingly, this pressure works to the advantage of numerous retail businesses. Modern retailers use this pressure to help market the latest releases of everything from games to shoes.

A retailer can use keyword trending data to optimize ads and webpages to improve the performance of paid and organic search campaigns. The brand BestBuy is a great example since they are a leading marketer of consumer technology products. If BestBuy wants to develop a marketing campaign around TVs they can use the Google Adword tool to inform them about the keywords that performed the best over the last 12 months.

Google Adwords Broad Match TV Keywords

The “broad match” keyword data shows the volume for these keywords is enormous and is highly competitive. The local trending data which is the nice graphic to the far right of the table is simply showing how the search demand (search traffic) for each keyword has changed over the last 12 months.  The trending data over the last 12 months helps the SEM (search engine marketing) professional to see what keywords have the most traffic and the highest CPC (cost per click).

Here is the video about how marketers use the Google Trend.

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