Schedule PR Programs Around Google Trends

by Heather Keroes

I’ve been using Google Trends and AdWords recently for keyword planning and when I saw this article posted on Ragan’s PR Daily, I thought it was pure brilliance.  The author talked about using Google Trends to determine the best timeframes for holiday-centric marketing.

If you’re not familiar with Google Trends, it’s a free tool by Google that lets you search for what people are saying online (common topics).  You can search as far back as 2004.  It’s a great way to forecast when topics may be of high public interest.

Google Trends isn’t simply for seeing what people are talking about, but when they’re talking about it.  But why stop with just holidays?  If you represent a great destination for families, search for summer or family vacation.

Here’s a search I did for “summer vacation” with my region set to the United States.  Orange represents 2012, red represents 2013 and blue represents 2014.  As you can see, June is a popular time for searches about summer travel, then there’s a sharp dip once we get into the fall, which starts going up again in January.  It also tells me where most of the searches originated from – the Northeast, Florida, Texas, California and Illinois.

Chart

So how can you use this information?  As suggested in the PR Daily story, it’s a great way to see when news editors and programs may be running their stories on these topics, so you can plan ahead, especially when combined with a quick Google News search.  It may also tell you the best time to start running a particular promotion.

As public relations professionals we strive to anticipate and plan ahead for our clients.  While we may not have a crystal ball, this gets pretty close.

One Response to Schedule PR Programs Around Google Trends

  1. In my case, I use my name because I am an internet marketer and author, and I want
    others to connect my name with my products and services.
    Folks is not going to be fascinated about following you when they click on
    on your Twitter page to see what you’ve acquired,
    and notice you don’t have much. Corporations these days provide specials to
    only those that observe them on Twitter which aids them obtain
    traction for additional “followers”, but the concept of getting
    followers is new to the market.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: