The Kmiec Ramblings

Thank you Google for launching Google Insights.  To me insights is a more enhanced version of Google Trends. Google describes Insights as, “With Google Insights for Search, you can compare search volume patterns across specific regions, categories, and time frames.”

Here is what I love about this. Everyone wants to put money into search engine marketing. I’ve been in meetings where Sr. marketers have said, let’s move all of our money from X to SEM. I think it’s great that people are jumping into search, but I’ve continued to caution anyone who will listen, that they need to look before they jump. In my opinion, search volume is not an indicator, nor is it a predictor of sales.

Here is a great example of what I’m talking about. The following chart shows the change in total car sales of luxury car brands from March 2007 to March 2008.

Change in Sales Volume from 2007 to 2008

If we buy into the concept that search volume indicates interest, which indicates awareness, which of course drives the top of the so-called marketing funnel.  Well, if we fill the top of the funnel, then we’ll have more potential conversions.  So, even if our conversion rate stays flat, we’ll drive more sales because our opportunity pool is larger.  Make sense?

Ok, well here is a report from Google Insights that looks at the following:

1. Lexus, BMW, Mercedes, Cadillac, Infiniti, and Acura search volume
2. Period of Time: January 2007 - July 2008
3. United States only
4. Date segmented by “Automotive” category

Google Insights Search Volume for Luxury Cars

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