Digital marketing teams make use of various tools and features to create and run successful marketing campaigns that attract the target audience and make a lasting impression. These tools include those provided by Google Research.
- Predictive search
Google predictive search or autocomplete refers to the suggestions that appear when a Google search is being made. The predictions depend on the country the user resides in, the language being used and previously searched suggestions.
Google states that predictive search reduces typing by approximately 25 percent and saves over 200 years of typing time per day.
With this tool, a company like Ontomatrix can do research on the search term suggestions for competitor brands, how customers are searching for them and what they are searching for. They can also use the tool to find out what customers are searching in relation to their clients’ brands and products.
Another benefit of Google predictive search is that it provides suggestions for local SEO searches and long-term keywords the content marketing team may not have considered.
- Mobile speed test
The speed at which a site loads is crucial and website optimisation services look at ways to provide a faster and smoother user experience. This applies to mobile sites as well and the Google mobile speed test can be useful when seeing how a site ranks in comparison to other top brands.
The Google Research tool also suggests ways to improve the mobile experience for users.
- Google trends
Keyword research done by social media marketing teams is enhanced by the Google Trends tool, which shows the popularity of a term in relation to the term’s popularity in a region or over a specific period of time.
The tool can be used to improve competitor research, compare the popularity of competing products, discover local interest in the brand and products, and improve pay-per-click or PPC advertising.
It is also used in content marketing and improving search engine optimisation.
- Google alerts
A digital marketing agency in Sri Lanka may find Google alerts to be an extremely useful tool as it alerts teams to when a new search result appears for the specified news, products, or brands. This tool can be used to track mentions of important names, company’s brand and competitors as well as monitor keywords being used in content marketing.
- Google shopping insights
With Google shopping insights, a marketing team can develop a better understanding of what consumers are looking for in specific categories. The tool can be used to see how the brand stacks up against competitors in the same category, compare competing products, and discover local interest in brands and products.