Google just dropped its newest search product: Google Insights. Adding even more usefulness to Google’s enormous array of valuable tools and gadgets, Google Insights is essentially a hybrid between the Keyword Suggestion Tool and Google Trends. Here’s a screenshot of a search we did:

The tool allows you to compare the search volume patterns of one or more keywords over time and in specific geographies. You can download keyword comparison data in a .CSV file using a link at the upper right, which opens up a lot of useful possibilities for keyword research and data analysis.

There is a world heat map which graphically shows regional interest in your search terms, and there is also a related search comparison at the bottom.

One important thing to understand is the numbers displayed in Google Insights are not absolute figures. They are comparative numbers. Google explains:

“The numbers on the graph reflect how many searches have been done for a particular term, relative to the total number of searches done on Google over time. They don’t represent absolute search volume numbers, because the data is normalized and presented on a scale from 0-100; each point on the graph is divided by the highest point, or 100. The numbers next to the search terms above the graph are summaries, or totals.”

A very useful feature of the new Google Insights is the ability to filter by category and compare growth relative to category. Very cool!

As a PPC Manager, how can you take advantage of this tool? Here are a few uses we suggest:

• General Keyword Research - Just starting to build a campaign? Start with Google Insights to get a good idea about what you can expect with your kw list.
• Need to expand your kw list or looking for negative keywords? Simply search for your term and review the dropdown at the bottom of your search insight results page for terms related to your original query.
• Experiencing a surprise decline/increase in conversion volume? click volume? Check Insights to see if you’re in the middle of a declining or rising trend for your keywords that regularly bring in the conversions/clicks.

Google Insights can become a very handy tool for you. Use it to enhance your campaigns, compare your site’s growth to the overall trend growth on Google, or seize opportunities in the search marketplace.

See the Google Insights FAQ for even more details.

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