Currently, any company wants and can even do digital marketing mainly because it is cheaper than other media such as TV or Radio. What began in the early 90’s as a research project at the University of Stanford to create the virtual library (SDLP), in 1996 became Google, which is currently the second most valuable brand in the world according to the ranking Brandz of Millward Brown, only after Apple.
Since its inception, Google showed that it was different in several ways from what it was back then with Yahoo !, Altavista and Lycos. Only a few years later these differences began to be more than evident when in June 2000 he broke the barrier of one billion indexed pages becoming the world’s largest search engine, and in that same year he signed an agreement with Yahoo! to provide you with results; taking advantage of the great moment he was going through. In October, he launches Adwords, his service to show contextual advertising in his own search results, which has become the most important pillar for the company’s finances.
Leaving history a little behind, recently the company has paid more attention to marketing work, releasing new tools to facilitate the planning, implementation and measurement of actions with the aim of optimizing the work of those who do internet marketing.
Interestingly, I recently realized that even though all the tools I am going to include today are free and public. The vast majority of those who work in Marketing still do not know them, hence the idea of writing this column.
This is a powerful tool that is very fun, since it allows you to search for a term and shows the results grouped according to the Google product where you have found information. For example, if we search for a brand, it will show us what you found about it on YouTube, Pattents, mobile , moderator , trends , image search , books and others.
For those who already have or are planning to create mobile sites, Google created this powerful tool that allows on the one hand to evaluate a website to determine if it is suitable to be seen on mobile devices, and on the other hand it offers very complete tools to create and optimize the site.
This is an impressive tool for those who work with video, since it allows you to search and track in real time what people are watching on YouTube. With Trends you can make comparisons by gender, age and geographical location, with which you can accurately identify the content that currently interests the segment we are looking for to refine the content marketing strategy.
This is an essential tool for planning online campaigns, as it shows sites from all over the world, as well as places where advertising can be placed. It is possible with AdPlanner to know the traffic, the page views, the theme or category of the site, the types of formats they support, as well as the impressions they generate per day.
It also has the option to create personalized lists with the sites that interest us, as well as consult pre-established lists and the option to export the sites to Adwords.
For those who work with Keywords, Trends is a very valuable tool because it allows us to know the popularity that certain terms are having and that are being used in Google searches over time in order to find trends.
With this tool you can evaluate the presence of a brand on the internet, according to a timeline, analyzing among other things the most used topics together with the brand, the number of search results where you are, the videos and images, as well as comments about it on YouTube and other Google sites.
This is a set of tools for evaluating the performance of display campaigns on the Internet, according to international measurement standards. It has 3 divisions:
This is the part with which the CTR (Click Trough Rate) is analyzed according to various parameters such as demographics, industries, sizes and formats, etc.
Here we measure the response of Rich Media pieces based on interaction by country, deployment time, size, weight, industry, format and others
This is the part that analyzes the video in stream based on reproductions, videos seen and click troough
This seems to me to be the most complicated tool to understand, but if you take advantage of it, it can be very useful, since it allows you to search for terms that are related to a topic. For example, if we want to detect outbreaks of Influenza (AH1N1) in some region of the country, instead of looking for Influenza, the search is made through the symptoms, so that if in some population people search Google for fever, sore throat , headache etc. With Correlate you can identify a pattern of searches that lead us to the disease.
This is one of my favorites, because it allows knowing what people are looking for in different Google products. For example you can know what the people in Mexico searched for in July 2011, specifically in images
This site serves as a hub for Google products related to market research and digital marketing.