Companies such as Lufthansa or adidas recognize growth data at an early stage – thanks to the analysis of search trends
With its annual review "Year in Search", Google repeatedly provides surprising insights into the behavior of users. However, companies should not simply look at such data with interest. It shows again and again that Search Insights can be used strategically to discover growth potential. We show how Lufthansa or adidas, for example, are already doing this successfully.
What can you draw from the search trends with just a few glances? As Google's "Year in Search 2021" shows, self-care was a huge topic last year. "Doomscrolling", "Confirmations" and "How do you stay mentally healthy?" each reached search record values. At the same time, "How do I protect the environment?", "Effects of climate change" and "Sustainability" were sought after more often than ever before. Those who react to such developments in marketing may find new ways to reach their customers.
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Utilizing flights
Large and small companies have already recognized that competitive advantages can result from the analysis of Search Insights. We recently showed how Otto plans its product range with the help of search data and has even built its own tool for analysis. Lufthansa is also relying on such a strategy. The corona pandemic has created completely new challenges for the airline. Changing travel regulations create an unpredictable market. Lufthansa is therefore not only looking at Google Search Insights to optimize campaigns, but also to quickly recognize the changed demand, to advertise flights optimally and thus to ensure profitable flight utilization.
"Google Search helps us to find customers worldwide with automated processes and to react flexibly to market changes," says Tamur Goudarzi Pour, Chief Commercial Officer at Swiss International Air Lines & Senior Vice President Channel Management at Lufthansa Group Airlines. The path to flight utilization often leads through a close look at search data.
Boosting growth
Even in more classic e-commerce scenarios, the strategy proves to be extremely helpful. "Google Search is a valuable source of information for us to identify new trends at an early stage," says Lauren Geenen, Director Performance Media EU at adidas. Because the sports acoustic giant is also struggling with a greatly changed usage behavior due to the pandemic. Early on, however, the team recognized that topics such as home fitness and yoga go through the roof. The reaction? adidas is significantly increasing its e-commerce activities in these areas, achieving 53 percent higher online sales since the beginning of the corona crisis.
In addition to the companies mentioned, smaller brands also rely on Search Insights. The online furniture retailer Beliani uses the findings from the search behavior of users not only in marketing – but also in the expansion of the product portfolio. 64 percent of sales currently come from newly introduced products. The online tyre retailer Pneus Online pursues a different approach. Here, the evaluation of search data helps to identify suitable markets for international expansion. Where the demand is high, it is more worthwhile to get started.
Can be used in any industry
If you want to imitate this and have a Google Ads account, you will find exciting data on the search behavior of users in various ways – so you can apply the strategy directly to yourself.
- Google Trends: Certainly the most well-known feature. Here you can see how the search behavior for certain terms is changing worldwide.
- Google Ads "Statistics" page: Here's where it gets more accurate. In "Statistics" you will find an overview of the trends in your market and your performance in the area. Google also directly provides up-to-date information and forecasts of interest in the products or services.
- Market Finder: Like Pneus Online, you will find potential markets for your products here.
- Find My Audience: Are you looking for new target groups? The tool helps you discover potential customers on YouTube that you haven't already had on your list.