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In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for December 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. The Last Month of 2020 It’s been quite a year, eh? After November with all of the election query volume, we weren’t sure we’d have the energy to craft another examination of Google Trends data. Thankfully, if we learned anything from this year, we know that we are more resilient than we ever imagined and we have the strength to write as many articles as needed to close out the year. Even though December didn’t have an election, there were plenty of things that people found interesting and turned to Google to find more information. Here are the highlights from the data we collected from Google Trends. December Doodles The keyword phrases with the most queries were all attached to Google Doodles in December 2020. They were the only phrases reported as having 10 million plus queries. Sudan the last male northern white rhino - 12/19/2020 - 10,000,000+ queries Winter Solstice Great Conjunction - 12/20/2020 - 10,000,000+ queries New Year's Eve - 12/30/2020 - 10,000,000+ queries Each of these phrases were connected to a Doodle that sat at the top of Google.com. Every click on the Doodle drove users to the Google result page with the phrase populated in the search box. The case and the punctuation are copied exactly as they are reported in Google Trends so if the phrase has multiple words in lowercase, that’s what we report here. The first keyword is related to the ongoing rhino conservation efforts and the dangers of extinction. With Jupiter and Saturn appearing close to each other in the sky, there was a Doodle created to celebrate a vision that has not been seen in almost 800 years. Lastly, Google had a Doodle up for NYE. The AMP team finds it interesting that the days of the query volume are shifted one day ahead of the actual event (Example: New Year’s Eve is December 31st, not December 30th). This shift in the data may be due to how Google Trends is measuring the beginning and ending of days. An earlier start time could account for this shift. Holidays December is known for its holidays. Here are the phrases that we categorized as Holiday terms. Best Buy - 12/14/2020 - 2,000,000+ queries Santa Tracker - 12/23/2020 - 5,000,000+ queries Merry Christmas wishes - 12/23/2020 - 500,000+ queries Merry Christmas - 12/24/2020 - 1,000,000+ queries Restaurants open on Christmas - 12/24/2020 - 500,000+ queries Happy New Year 2021 - 12/30/2020 - 1,000,000+ queries Ball Drop 2021 - 12/31/2020 - 1,000,000+ queries Best Buy made the list because they had sold out of gaming consoles and were restocking on the 15th. The Santa Tracker is a perennial favorite, but is the popularity waning? Search query volume for this phrase peaked in December 2018. Santa may need a little more PR next year. Along with the other Christmas phrases, we saw the utilitarian phrase of “Restaurants open on Christmas” made the top 3. We hope that restaurants received more orders this year as the pandemic has taken a large toll on the industry. Finally, there were more New Year’s Eve queries including one related to the famous ball drop. What Are We Going To Watch? We saw a good number of queries related to streaming video content. Here’s the list of shows and movies that were noteworthy in December. Selena Netflix - 12/3/2020 - 500,000+ queries Mandalorian - 12/18/2020 - 2,000,000+ queries Mandalorian - 12/18/2020 - 1,000,000+ queries The Midnight Sky - 12/23/2020 - 500,000+ queries Soul - 12/24/2020 - 1,000,000+ queries Wonder Woman 1984 - 12/25/2020 - 5,000,000+ queries The Mandalorian’s Season 2 finale was so popular that it made the top 3 twice (somehow) on the 18th. Glitches like this one are not new to the AMP team, but we report them just the same. The big winner appears to be Wonder Woman 1984, which received the most query volume of any video content related phrase. Broadcast TV drove queries too, but at smaller volumes. Timothee Chalamet - 12/12/2020 - 1,000,000+ queries Who Won 'The Voice' 2020 - 12/15/2020 - 500,000+ queries LeAnn Rimes -12/16/2020 - 500,000+ queries There were a couple of celebrity names queried because of their appearance on shows. Timothée Chalamet hosted Saturday Night Live and LeAnn Rimes won this season’s The Masked Singer competition. People also wanted to know who won The Voice this year, but clearly the winner’s name wasn’t that important. Gaming and Tech News There were some notable keywords that are related to video games, for good and bad reasons, that made the daily top 3 in December. Fortnite Season 5 - 12/1/2020 - 1,000,000+ queries Cyberpunk 2077 - 12/7/2020 - 1,000,000+ queries Cyberpunk 2077 - 12/7/2020 - 500,000+ queries Cyberpunk 2077 - 12/9/2020 - 1,000,000+ queries On December 1, Fortnite Chapter 2, Season 5 launched and is set to end on March 15, 2021. Cyberpunk 2077 had a large promotion and made the top 3 twice (again, somehow) on the 7th. The game launched on the 10th of December, but news of glitches and poor performance on game consoles drove queries even higher. Beyond video games, there were other tech related keywords that made our list. Spotify - 12/1/2020 - 2,000,000+ queries Airbnb stock - 12/9/2020 - 500,000+ queries Bitcoin - 12/16/2020 - 500,000+ queries Spotify’s yearly release of “Your Top Songs” has been gaining popularity over the years. Take a look at what this feature does for search interest in the brand every December. AirBnB went public and Bitcoin hit a record high last month (and it keeps increasing)! Fall and Winter Sports Our last section of the year is focused on sports. Just over a third of the queries that made the daily top 3 were related to sports, which is typical of pre-Covid months. The list of the 2 Million plus queried phrases includes mostly NFL-related keywords. Russell Westbrook - 12/2/2020 - 2,000,000+ queries Steelers - 12/6/2020 - 2,000,000+ queries Cowboys vs Ravens - 12/8/2020 - 2,000,000+ queries Browns - 12/14/2020 - 2,000,000+ queries Raiders - 12/17/2020 - 2,000,000+ queries Alabama football - 12/18/2020 - 2,000,000+ queries NFL scores - 12/19/2020 - 2,000,000 + queries Steelers - 12/21/2020 - 2,000,000+ queries Dolphins vs Raiders - 12/26/2020 - 2,000,000+ queries Maybe when we can attend live games, we’ll see this sports-focused distribution more often in our monthly reports. Check out Google’s Year in Search 2020 if you haven’t already. It is powered by Google Trends so if you have been reading this series regularly, much of it won’t be news to you. Thanks for reading. If you liked this article, we invite you to learn more about our SEO services. Until next month.
In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for October 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. October 2020 - We’re Almost Done With This Year Here we are, exploring the search trends of the tenth month of this bizarre, tumultuous year. Maybe someday in the future we can look back at these articles and get a good perspective of where we were as a country at this point in time. October started off with a bang when the President contracted COVID-19 and continued with more queries related to politics as the election got closer. There were plenty of sports queries to examine, as well, including ones related to two championships that occurred in October. There were a few holidays (official and unofficial) that drove keyword interest along with some spikes about Daylight Saving Time ending. Lastly, we saw two product names make the top 3 most queried keywords on the day they were released. The 10 Million Plus Club For October 2020 This month, there was only one Google Doodle driving over 10 million queries in a day (Mary Ann Shadd). The other phrases were driven by news or other events of the day. Trump COVID - 10/1/2020 - 10,000,000+ queries Eddie Van Halen - 10/6/2020 - 10,000,000+ queries Kamala Harris - 10/6/2020 - 10,000,000+ queries Mary Ann Shadd - 10/8/2020 - 10,000,000+ queries Dak Prescott - 10/11/2020 - 10,000,000+ queries Sean Connery - 10/31/2020 - 10,000,000+ queries As mentioned, the announcement of the President testing positive for COVID-19 drove the max number of queries as reported by Google Trends. The deaths of Eddie Van Halen and Sean Connery also drove users to search their names. Kamala Harris was the top keyword related to the Vice Presidential debate that happened on October 7th. Dallas Cowboys quarterback Dak Prescott suffered a gruesome compound right ankle fracture and dislocation during a game on the 11th. A Google Doodle was created for Mary Ann Shadd in honor of what would have been her 197th birthday. She was the first Black female newspaper editor and publisher in North America and fought for abolition and women’s suffrage. The Number Of Politics Related Keywords Continues To Grow With the election coming up on November 3rd, the politics-related phrases increased again as compared to September and August. Here are the most important ones from last month: Trump - 10/1/2020 - 5,000,000+ queries Hope Hicks - 10/1/2020 - 2,000,000+ queries Kayleigh McEnany - 10/5/2020 - 1,000,000+ queries Pence Fly - 10/7/2020 - 2,000,000+ queries 25th Amendment - 10/8/2020 - 1,000,000+ queries Trump town hall - 10/14/2020 - 1,000,000+ queries Hunter Biden - 10/14/2020 - 1,000,000+ queries AOC - 10/20/2020 - 1,000,000+ queries Debate tonight - 10/21/2020 - 2,000,000+ queries Amy Coney Barrett - 10/26/2020 - 2,000,000+ queries Excluding the two politics-related terms that made the 10 million+ club, this list contains the keywords that were queried the most in October. COVID-19 made its way through the White House early in the month, with the President and Hope Hicks being the first ones to get it. Then, Kayleigh McEnany tested positive for the virus. The fly that landed on Mike Pence’s head drove people to search as did the House seeking to invoke the 25th Amendment, which allows a president's Cabinet or Congress to intervene when a president is unable to conduct the duties of the office. The Trump town hall was queried more than the Biden one. On that same day, a New York Post article about Hunter Biden’s business dealings piqued the interest of Google searchers. AOC joined Twitch on the 20th and the last presidential debate was a hot topic. Finally, Amy Coney Barrett was sworn in as a Supreme Court Justice, which was almost a month to the day she was announced as a nominee (Amy Coney Barrett - 9/25/2020 - 2,000,000+ queries) For marketers, it is important to understand how much attention politics draws right before the election. For marketers trying to get their messages across, it may provide an opportunity with an increase in traffic to news sites. Holidays, Time, and Blue Moons (not the beer) October had a good number of holidays that made our keyword list. Columbus Day is still a thing, so people are searching about it. Also, Amazon Prime Day got moved from July to last month because of the pandemic. Columbus Day 2020 - 10/11/2020 - 2,000,000+ queries Amazon Prime Day - 10/12/2020 - 2,000,000+ queries Let’s see if the shift in dates had an effect on the search popularity of “amazon prime day” The interest on that phrase is down from July 2019 but the peak occurred in 2018. Halloween drove searches but so did the other phenomenon (both natural and man made) that happened at the end of the month. Halloween - 10/29/2020 - 1,000,000+ queries Daylight savings time 2020 - 10/30/2020 - 1,000,000+ queries Blue moon on Halloween - 10/30/2020 - 200,000+ queries Blue moon - 10/30/2020 - 500,000+ queries Daylight savings - 10/31/2020 - 1,000,000+ queries Certainly a blue moon that happens on Halloween is interesting and enough people have searched about full moons earlier in the year for those queries to make our list (Example: Strawberry Moon - 6/4/2020 - 500,000+queries) but the subject of Daylight Saving time driving not one but two phrases into the top 3 across two days is odd. It appears that no one cared when we turned the clocks forward back in the spring, but in October, it was a big deal! New Products There were two popular product releases in October 2020: iPhone 12 - 10/13/2020 - 5,000,000+ queries Hummer EV - 10/20/2020 - 1,000,000+ queries Now, an electric Hummer was probably a bit of a surprise but certainly any time a new iPhone is released, there is going to be people searching for it. Let’s look at how the 12 compared to other releases. The peak for “iphone” happened in 2012 with the release of the iPhone 5. We then took a look at how the most recent models compared to each. The iPhone 7 is the clear winner when we compared the model search terms with a timeframe of the last 5 years. Is the popularity of the iPhone decreasing? The level of search interest seems to be dwindling. We Are The Champions Of the 93 keyword phrases we collected in October 2020, 39 of them were sports related. The NFL made up most of the phrases but we thought we’d point out a few terms of other sports. UFC/Boxing: Lomachenko vs Lopez - 10/16/2020 - 500,000+ queries Khabib vs Gaethje - 10/23/2020 - 2,000,000+ queries Clemson football Clemson football - 10/17/2020 - 200,000+ queries Clemson football - 10/29/2020 - 500,000+ queries Clemson football - 10/31/2020 - 1,000,000+ queries UEFA Champions League Soccer Champions League - 10/21/2020 - 500,000+ queries Juventus vs Barcelona - 10/28/2020 - 500,000+ queries It’s important to note that the search interest for sports – even ones that we may not think have mass appeal. We’re waiting until the American Cornhole League keywords start showing up in the daily top 3. The NBA and MLB had their championship series occur in October. The NBA is certainly more popular from a search perspective. Lakers - 10/6/2020 - 5,000,000+ queries Lakers - 10/11/2020 - 5,000,000+ queries World Series - 10/20/2020 - 1,000,000+ queries Dodgers - 10/27/2020 - 2,000,000+ queries Next month, we’ll report if the NFL’s popularity is continuing to increase. The early data for November suggest it is, but we’ll provide our analysis in December. Thanks for reading. If you liked this article, we invite you to learn more about our SEO services, Until next month.
A part of AMP’s Search Intelligence service is monitoring and analyzing changes in monthly keyword data such as estimated impressions and average monthly search volume to uncover insights about an audience or category. If you’re familiar with our Google Search Trends Insights series, you’ll know we’re already fans of using Google Trends to work out what’s weighing most heavily on the American mind. Today, we want to apply our Search Intelligence service to tomorrow’s election to see if we can predict which candidate is going to win in three critical midwestern swing states. To make these predictions, we used Google Keyword Planner’s Estimated Impressions metric to gauge the relative popularity of Trump and Biden branded merchandise. We used this US News article to decide which swing states to analyze and we have some interesting insights to share for three of them- Pennsylvania, Michigan, and Wisconsin. Our Thinking In 2016, the small Chinese city of Yiwu accurately predicted the outcome of the American election by noting that the city’s many small goods factories were selling much more Trump merchandise versus Clinton merchandise. We are applying the same rationale, that demand for merchandise tracks popular support, to several swing counties located in swing states. By using Google Keyword Planner’s Estimated Impressions metric, we can speculate how popular each candidate’s merch has been in each county and thus how that county is likely to vote. While it’s true that not every voter orders a sign or hat online, we still believe the data is useful because voters who vocally support a candidate may be likely to influence their friends, family, and neighbors. Can Search Behavior Be Predictive? Search insights, like the ones we gathered from Google Trends and Keyword Planner, can be a good indicator of future events because it can be used to identify historic trends which are likely to continue. Businesses can use this data to determine which types of products they should be producing and how they should be marketing those products. By analyzing search insights about a topic over time, you can discover the increased public demand for a certain product type or variety. This particular function of Search Intelligence is called search listening. For example, we can conduct a search listening exercise on a topic like “multivitamin” and uncover the insight that “multivitamin” keywords modified by the words “iron free” are seeing an increase in popularity, or that “sugar free multivitamin” is seeing a decline. Search Intelligence vs. Polling Search Intelligence can deliver insights you aren’t likely to get from other methods such as focus groups or polling. This is because Search Intelligence data is self-selected. You’re analyzing a population’s Google searches instead of depending on a third party pollster to successfully make contact with a person and then successfully persuade them to answer a question honestly. Search Intelligence data comes from people who sought out the search engine and entered their burning questions into it. Search engines are judgment free environments which are accessible to a huge swath of the population, so the data we can glean from them should be valued as an important input when examining or predicting behavior. Methodology To determine the relative popularity of Trump and Biden in the swing counties, a list of 40 “merchandise” associated keywords was inputted to Keyword Planner and then their estimated monthly impressions for November 2020 were aggregated and divided between “Trump supporting keywords” and “Biden supporting keywords”. In total, there are 40 keywords divided into eight categories: Button Flag Hat Merchandise Shirt Sign Sticker Store All variations of a candidate’s name and campaign are accounted for, so not only are we tracking estimated impressions for “Trump sign” and “Biden sign” but also variations such as “Joe Biden sign” and “Trump Pence sign”. Predicted State Victors According to Merch Sold in Swing Counties If estimated merchandise impressions were the sole metric which decided the outcome of the election in these swing counties, we would feel confident calling the following three states for either President Donald Trump or Former Vice President and presidential candidate Joe Biden. Pennsylvania – Winner: Trump Our Search Intelligence analysis indicates that President Donald Trump is likely to win Pennsylvania. He appears to have maintained his 2016 support in the seven counties he won in the previous elections and appears to be ahead of Former Vice President and presidential candidate Biden in two more counties, including the critical swing county of Lackawanna. In Lackawanna county three of the top five merchandise searches belong to Trump. Trump also appears to be winning the Philadelphia suburb of Montgomery County. The query “Trump store” has nearly 1.6X the amount of estimated impressions as the highest Biden query, “Biden Harris sign”. It is worth noting here that at the time this data was aggregated the Real Clear Politics average of polls was giving Biden a +3.6 advantage in the state and that the political futures market PredictIt had Biden as a clear favorite, with one share of “Yes Biden will win PA” selling for $0.63 whereas shares of “Yes Trump will win PA” were only selling for $0.39. Michigan – Winner: Biden President Donald Trump appears to be losing ground in Michigan. According to this Search Intelligence analysis Trump is behind Biden in three of the four counties he won last time and all other counties which went Clinton in 2016. Looking at the two swing counties Trump is losing in 2020, the advantage in merch impressions clearly belongs to Joe Biden. Wisconsin – Winner: Trump Trump merchandise is generating more impressions than Biden merchandise in four of the five Wisconsin swing counties. Trump is underperforming Biden in Kenosha county, a county he won in 2016 but to make up for this he is overperforming in Eau Claire and La Crosse counties. With Trump winning merchandise impressions in 70% of total counties and 80% of swing counties, the data shows that he is doing better in the state than either the RCP average of poll or PredictIt indicate. At AMP Agency, we provide our clients with search insights as a data point to inform business decisions. Our passion for this leads us to explore search insights around major events such as elections as well because it’s another data point we can use to inform ourselves and understand the world around us. If you’re already practicing Social Listening or are gathering insights from polls or focus groups, Search Intelligence is another great tool to add to the mix. After all, no one lies to Google. To learn more about Search Intelligence and our SEO services, contact us.
In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for April 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Yes, Banana Bread Did Have Its Moment There are moments in time that you will always remember. For me, I will never forget how in April 2020, “banana bread” peaked in its search interest. Although it never made the top three queries in the month of April, it did have an impressive jump in query volume in the month of April. I’m not sure it will reach these heights again, but may we always take with us the knowledge that there is a use for that browning bunch of bananas sitting on the countertop. The Top Trending Keywords Beyond the search increase of fruit-based bread, here are the top queries we collected in April: IRS stimulus check portal- April 15th - 10,000,000+ queries Coronavirus tips - April 19th - 10,000,000+ queries NFL Draft - April 23rd - 10,000,000+ queries Coronavirus tips - April 23rd - 10,000,000+ queries Kim Jong Un - April 25th - 10,000,000+ queries Popular Google Doodle games! - April 26th - 10,000,000+ queries Google Doodles make up half of the list, the “Coronavirus tips” query was triggered on two days in April along with the Doodle and announcement that “Popular Google Doodle games!” were going to be re-released to help with everyone’s boredom on the 26th. The IRS stimulus check portal received top queries on what is normally tax day and the nation’s need for sports was sort of fulfilled with the virtual NFL Draft that began on the 23rd. Lastly, queries about Kim Jong Un reached its peak on the 25th as there were multiple reports about his whereabouts and health condition. Where’s My Stimulus Check? People were also trying to figure out the whereabouts of their Stimulus check in April. Of the 90 phrases we recorded in April, phrases related to Stimulus checks made up 10% of them, including the one that made our 10 million club above. Here are the rest of the keywords in the order of the date they were searched: Stimulus check IRS - April 2nd - 200,000+ queries Stimulus checks deposit date - April 5th - 1,000,000+ queries IRS stimulus portal - April 9th - 500,000+ queries Stimulus check 2020 direct deposit - April 10th - 200,000+ queries Stimulus Checks - April 13th - 5,000,000+ queries Stimulus Check Calculator - April 14th - 500,000+ queries IRS stimulus check 2020 - April 17th - 500,000+ queries IRS stimulus payments - April 21st - 500,000+ queries It certainly makes sense that this topic had multiple entries into the top three queries throughout the month and how much the phrases varied from day to day.. It’s a reminder of how needed the financial assistance is and that having thorough online resources available for people who are seeking information is crucial. What Takes The Place Of Live Sports? If you have followed this series of posts, sports is the most popular category of the top queried phrases in past months.. If there aren’t any sports to watch, what do people search for? Thank goodness for documentaries and NFL players coming out for retirement: The Last Dance - April 19th - 5,000,000+ queries Rob Gronkowski - April 21st - 2,000,000+ queries Dennis Rodman - April 26th - 2,000,000+ queries If TV ad buyers are looking for alternatives to live sports, documentaries are getting a good amount of search interest. Singing Songs On TV The top keywords in Entertainment were related to singers on television. Andrea Bocelli - April 12th - 1,000,000+ queries Disney Singalong - April 16th - 200,000+ queries One World: Together At Home - April 17th - 500,000+ queries Eddie Vedder - April 18th - 2,000,000+ queries Stevie Wonder - April 18th - 200,000+ queries As we try to get through this together, the power of song is noticeable in our search queries. Live event TV that is geared toward family viewing appears to be driving search interest. Holidays One of the things that we picked up throughout the course of this project is the popularity of non-traditional holidays. For instance, Easter is an established holiday but did you know that National Siblings Day happens every April 10th and it’s a top searched keyword for two years running? In 2019, we recorded the phrase “national siblings day” as having driven over 1 million queries – just as it did in 2020. The Google Trends chart for this phrase shows that it was slightly more popular this year: Earth Day is a more established holiday, celebrating its 50th anniversary this year. Let’s take a look at how popular “national siblings day” is compared to “earth day”: Although we can’t tell with absolute numbers how many more queries Earth Day (April 22nd - 2,000,000+ queries) had over National Siblings Day, we can tell directionally that it still has a while to go until it’s as popular. Both holidays have a nice year over year trend, so brand marketers should consider them for their April 2021 plan if there is an appropriate tie-in with either holiday. Thanks for reading - Until next month.
In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for February 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. The Super Bowl and The Oscars February is home to two major annual events – the Super Bowl and the Oscars. Top keywords by search volume related to the Super Bowl included: Super Bowl - Feb. 1st - 10 Million+ queries Patrick Mahomes - Feb. 2nd - 10 Million+ queries Shakira - Feb. 2nd - 10 Million+ queries Super Bowl 2020 time - Feb. 1st - 5 Million+ queries Jennifer Lopez age - Feb. 1st - 5 Million+ queries What time is the Super Bowl - Feb. 1st - 2 Million+ queries Clearly, people need to know when the Super Bowl is going to start so that they can get their chili cooked in time for kickoff. The winning quarterback also seems to win in the search game (sorry, Jimmy G). As for the halftime show? Well, no matter what anyone’s opinion was about it this year, the data proves that it captivated people enough to search for both of the headlining performers. It’s quite the change in pace from last year when the headlining band did not make the top 3 queries of the day (sorry, Maroon 5). The Academy Awards - known by their more commonly searched name, The Oscars - also generated large search volumes around its date: Oscars 2020 - Feb. 8th - 5 Million+ queries Parasite - Feb. 9th - 5 Million+ queries Joaquin Phoenix - Feb. 9th - 2 Million+ queries Laura Dern - Feb. 9th - 2 Million+ queries It’s interesting to see what topics other than the name of the event itself drove people to search. This year, it was the name of the Best Picture, Best Actor, and Best Supporting Actress. As for the name of the event itself, we noticed that when compared to last year, the query volume for the 2019 Oscars was higher. Oscars 2019 - Feb. 24th - 10 Million+ queries Comparing these two numbers, we wanted to see the data presented via Google Trends’s chart. By using the search term, “the oscars”, we queried Google Trends to see the popularity of the term in the USA over the past 5 years: This chart further indicates that the Oscars drove less searches this year than most years prior. We wonder if the earlier date of this event (the awards ceremony typically occurs near the end of the month) or a less interesting year in film is the reason for less interest this time around. When it comes to comparing the Super Bowl to the Oscars, there isn’t much of a comparison between search volumes: Other Sports in February Besides the Super Bowl, here are the other sports related queries: Ryan Newman - Feb. 17th - 10 Million+ queries Tyson Fury - Feb. 21st - 5 Million+ queries Daytona 500 - Feb. 15th - 2 Million+ queries All-Star Game - Feb. 16th - 2 Million+ queries XFL - Feb. 8th - 2 Million+ queries NASCAR had a few queries make our list this month. The top queried phrase was related to Ryan Newman’s crash at the Daytona 500. Boxing had another top phrase with people looking for more information about the fighter Tyson Fury. Meanwhile, the NBA All-Star game and the new American football league, the XFL, drove people to search for scores and stats.. Coronavirus In January, we saw the first spike of search interest about the disease occur on the 21st. Even though the subject has been in the news since that day, the topic didn’t make our top queries until late in February: Coronavirus symptoms - Feb. 25th - 1 Million+ queries Coronavirus update - Feb. 23rd - 500,000+ queries Coronavirus in usa - Feb. 25th - 500,000+ queries Coronavirus New York - Feb. 29th - 500,000+ queries The news about this virus has been ongoing since January, but in February, the number of search queries behind specific phrases was on the lower side. Typically, top phrases are over 10 million queries, while “Coronavirus symptoms” only reached just over 1 million. Even though the topic seems to be searched for with different queries, the volume appears to indicate that last month in February, people weren’t seeking information about it as often as other topics. Primary Elections With the Impeachment trial wrapping up and the presidential election primaries heating up, queries related to politics were plentiful in the month of February. Here are the top queried phrases of the month : Iowa caucus results - Feb. 3rd - 5 Million+ queries Mitt Romney - Feb. 5th - 5 Million+ queries Democratic debate - Feb. 19th - 5 Million+ queries Nevada caucus - Feb. 22nd - 5 Million+ queries South Carolina primary - Feb. 29th - 5 Million+ queries Interesting to note: the keyword “New Hampshire Primary” only drove 500,000+ queries. We theorized that its outcome was less in question than the other primaries. Social Media Driven Queries Lastly, there were fun queries that were driven by social media mentions and activities: Broom standing up - Feb. 10 - 2 Million+ queries Galentine’s Day - Feb 13. - 200,000+ queries The broom standing up query was based on the hoax that there was a special gravitational pull that occurs only on February 10th. NASA explained that standing a broom on its own can happen on any day because of basic physics. The day before Valentine’s Day has become an unofficial holiday and its search query popularity really popped this year: Are there marketing opportunities for Galentine’s Day next year? With a search trend like the one above, we’d say it’s likely. See you next month!
In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for January 2020. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. A Somber Start to the 2020s Well, I am not going to sugarcoat it. Some of the top queries in January 2020 were about troubling events. In the beginning of the month, Iran was a top-searched topic after the assassination of Qassem Soleimani. The other 10 million+ queries were as follows: Iran - Jan. 7th - 10 Million+ queries Iran - Jan. 2nd - 5 Million+ queries World War 3 - Jan. 2nd - 2 Million+ queries By the end of the month, the top searched queries centered around a tragic helicopter crash that killed Kobe Bryant, his daughter, Gianna and seven other passengers. Although we don’t focus on this topic here in our blog posts, celebrity deaths do drive people to query Google for details and make the top three phrases every month. That’s why this past month, the shock of Kobe Bryant’s death overwhelmed the search volume on January 26th. Here are the top queried phrases on that day: Kobe Bryant - Jan. 26th - 10 Million+ queries Kobe Bryant children - Jan. 26th - 10 Million+ queries TMZ - Jan. 26th - 10 Million+ queries Typically, we don’t see all three of the top queried terms have over 10 million queries each, but this tragedy was an exception. Holidays Continue in January Even though December is well known as being a holiday month, January 2020 had a few holidays of its own that drove queries: Martin Luther King Jr Day - Jan. 19th - 10 Million+ queries Lunar New Year - Jan. 24th - 10 Million+ queries Chinese New Year - Jan. 24th - 500,000+ queries The holiday keywords that had over 10 million queries had the additional support of Google Doodles to increase their numbers. But even when our attention shifts away from the year-end holidays, there are still major ones in January that consumers are looking to learn more about with Google searches. Boxing Is Still Relevant As Revealed In Search Queries Sport-related queries take up a good portion of the top queried phrases of any month. January 2020 had a few days where the subject of boxing made the top three. In last month’s post, we discussed the popularity of European soccer. This month, it is clear that boxing and mixed martial arts also have a strong interest. Conor McGregor - Jan. 17th - 10 Million+ queries McGregor fight - Jan. 18th - 2 Million+ queries McGregor fight - Jan. 17th - 1 Million+ queries Jake Paul vs Gib - Jan. 30th - 500,000+ queries Conor McGregor commanded top billing for his fight on January 18th. People searching for results or perhaps a free stream of the fight had to type quickly since it only lasted 40 seconds. The fight on the 30th between Jake Paul and AnEsonGib also drove search queries. These two YouTube stars fought a professional bout in Miami and generated enough interest to become one of the top 3 keywords searched in Google for the day. Disease and Other Natural Disasters I really wish I had happier keywords to share in this post. But looking across the different terms for the month, another big trend included news items related to epidemics and disasters around the world: Coronavirus - Jan. 21st - 2 Million+ queries Earthquake - Jan. 28th - 1 Million+ queries Lyme disease - Jan. 8th - 1 Million+ queries Australia fires - Jan. 2nd - 1 Million+ queries Taal volcano - Jan. 12th - 500,000+ queries Coronavirus symptoms - Jan. 29th - 200,000+ queries Puerto Rico earthquake - Jan. 6th - 200,000+ queries We can thank Justin Bieber for raising awareness of Lyme Disease. The rest of these are driven by people wanting to get the latest news on these stories. As we say goodbye to the first month of 2020 and welcome February in full-force, we’ll keep track of the top keywords queried in hopes of finding more positive, uplifting search terms. See you next month!
You may know Sascha Lock, our VP of Media who sits in the AMP Boston office. But did you know he recently had an article titled “My Quantified, Connected Self” featured on Little Black Book Online? In his article, Sascha describes the world we’re living in as a “privacy paradox” where brands and tech companies struggle to find the right balance between personalizing user experiences and respecting people’s data privacy. “One of this industry’s biggest desires is for clients to share their transactional data, as granularly as possible, with the enviable goal to measure activity X’s impact on metric Y,” Sascha explains. “And in most cases, they aim to demonstrate things like incremental lifts in sales, foot traffic, engagement, clicks, etc. - let’s say as a result of paid media activity - so they can refine and optimise for the future.” Want to continue reading? Check out the full story here: https://lbbonline.com/news/my-quantified-connected-self/
Store closures. Bankruptcy filings. A mall turned ghost town. For nearly a decade, we have been told that brick-and-mortar retail is dying, and have seen the effects with our own eyes. Yet at the same time, digitally native brands are venturing offline. New store concepts are popping up with fresh takes on the in-store experience. Physical retail is in fact making many valiant and creative attempts to adapt rather than succumb to inevitable death. And while industry coverage highlights how businesses hope to profit from their ingenious new take on retail, as I read article after article I was left wondering: what about the customer? So, I set out on an ambitious shopping experiment to test the most innovative ways you can buy a sweater in New York City. What does this innovation feel like for me, in a world where so much of my shopping behavior has moved online? Turns out, my exposure to brands on social media made it almost impossible to aimlessly browse without carrying preconceived notions. With browsing and discovery happening online, brick-and-mortar stores are no longer about “shopping” in the traditional sense – they're about a focused hunt for a specific product or a memorable experience. Naadam: The Fast Transaction Store Naadam has two stores in NYC: “The $75 Sweater Store,” which only sells the brand’s iconic $75 cashmere sweater (or, as Glossy calls it, a “hero product”), and another store ten blocks away which offers the larger collection of apparel. I visited both stores, and purchased from the former. At “The $75 Sweater Store,” my shopping experience was efficient: the store was the size of a hallway, there were three clothing racks with the $75 sweaters hanging, one dressing room, and one largely-silent sales associate. While I wouldn’t call it “shopping” – there was no thrill of combing through racks – the transaction was refreshing in its own way. As I had already been exposed to the sweater online, I knew what I wanted and my time in-store simply felt like I was running an errand to pick it up – confirming through touch and a quick try-on that what I had seen online was indeed what I wanted to purchase. For this reason, it makes sense why the store experiences are separated – one drives the quick and easy sale, while the other promotes discovery and a deeper relationship with the brand. Top: “These are seventy five dollar cashmere sweaters” - the neon sign at Naadam’s “The $75 Sweater Store” ensures their store concept is crystal clear; Bottom: My ($75) sweater purchase, wrapped in paper printed with the care instructions. Modcloth: The Stylist Store Modcloth’s physical locations are branded as “FitShops,” where customers work with stylists to pick and try on outfits and then have them shipped home. From an operational perspective, this is ideal – because associates don’t need to house and manage inventory, the brand can rent much smaller retail locations, and associates can exercise their talents in styling customers rather than sorting product. While I was there, I witnessed a stylist speaking with a woman who wasn’t sure if an item she was trying on was flattering. The stylist was holding a tablet open to modcloth.com, and was showing the shopper other similar styles to consider. This level of one-on-one attention is working – Modcloth customers using stylists are currently converting at 90%, compared to around 25% for those who don’t. While I myself didn’t end purchasing anything, my willingness to visit again definitely increased – Modcloth’s ability to seamlessly weave in-person interaction with the benefits of ecommerce felt like a value-add that could never be achieved by simply shopping from my couch. Prompts throughout the dressing room encourage shoppers to book appointments with stylists, from providing the booking URL as a sticker on the mirror (Top) to coupon cards offering 15% off all purchases when you book (Bottom). Lingua Franca: The Courageous Customizer The hand-stitched cashmere sweater company Lingua Franca has found their niche in stitching custom phrases, especially liberal political statements (e.g. “Bad hombre” and “Blessed be the refugees”). I was visiting the store to make a statement of my own, planning on designing a sweater with one of the brand’s more popular phrases, “I miss Barack,” in the colors of my choosing. Before arrival, I was unsure whether the store was built with customization in mind, but I was pleasantly surprised to experience intense collaboration and interactivity. It was a true team process as the associate pulled sizes for me to try and brought photos up online to help me envision various sweater color / thread color combinations. Lingua Franca is so clear about who they are and what they believe in as a brand. And due to a made-to-order business model with sweaters as the hero, the store, like Naadam’s “The $75 Sweater Store” or Modcloth, is fairly easy to operate. They can instead turn the space into a little jewel box for declaring their brand identity and building relationships. As a customer, I felt like I was joining a tribe of like-minded individuals while also enjoying the satisfaction of a personalized piece. Top: A corner of the Lingua Franca store; Middle: thread is laid out and customers are provided with a card of popular phrases to help with customization; Bottom: My sweater arrives at home. Showfields: An Experience to Instagram I had to conclude my sweater excursion with a trip to Showfields, after reading an article declaring it “the department store of the future.” Showfields describes themselves as “the most interesting store in the world” and “an immersive theater experience that bridges art and retail.” To be honest, the mystical vagueness of it all made me a little nervous. While there, I walked through various conjoining spaces, each temporarily owned by a brand and beautifully decorated with the help of Showfields to tell that brand’s story – Boodles Gin and Book of the Month created a library lounge area, and DTC toilet paper brand No. 2 took over the public restrooms (naturally.) It all felt a bit awkward and confusing. My mind raced with questions such as, Am I allowed to touch everything? (Yes.) Where do I try stuff on? (The one fitting room, disguised to look like a shipping container.) How do you pay? (Approach one of the associates/docents who check you out on the spot using a mobile device.) It looks like I’m the only one actually shopping – how in the world does Showfields make money? (Brands pay $4000+/month for the exposure, without much expectation of actually selling anything.) I eye-rolled a lot, stopped in a few corners to take photos, and seemed to be the only person around who bought anything – in a space that was seemingly built for Instagramming, I ultimately felt uncomfortable making my purchase. Top: One of the brand’s spaces, produced to look like a bodega; Middle: One of the many corners seemingly designed for Instagramming; Bottom: My purchase, a sweater with a print of two romantic robots In the words of President Lincoln, four stores and several sweaters ago… If online shopping has evolved in-person shopping into a focused hunt for a specific product or memorable experience, three things need to happen: The brick and mortar concept must be unique and play a clear role or provide specific value to shoppers that they couldn’t get at home. Brands must then use their digital marketing channels to set clear expectations of what the store experience will be like, build excitement for that experience, and drive foot traffic. Ecommerce, digital marketing, and physical retail must continue working together to learn and optimize towards the most positive customer experience possible. Ultimately, retailers need to ensure that their brand personality shines through their store concept. By thinking of the space as a magnet that will attract and build relationships with “on brand” consumers, it expands the definition of a “store” from a place that encourages a sale, into a marketing platform that ultimately helps visitors align themselves with a brand and its values as they search for, Snapchat, and shop the space.
In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for December 2019. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+. After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. ‘Tis The Season For Holidays and Impeachment December had a large number of queries that reached the 10+ million mark. The majority of the phrases were relevant to the time of year, particularly about the end of the year. Here are the top queried phrases of the month: Impeachment - Dec. 18th - 10 Million+ queries Winter season - Dec. 21st - 10 Million+ queries Holiday season - Dec. 23rd - 10 Million+ queries New Year’s Eve - Dec. 30th - 10 Million+ queries New Year’s Day Dec. 31st - 10 Million+ queries With the exception of the query about the president’s impeachment, all of the phrases above were initiated by Google Doodles. It’s interesting to think about the possibilities for a brand or company to get into the search results that these Doodles trigger. Since these are Doodles that Google produces every year, is there a strategy to get a piece of content that’s relevant to the season into Google’s news carousel? The other 10 million+ queries were as follows: Camille Claudel - Dec. 7th - 10 Million+ queries Juice WRLD - Dec. 8th - 10 Million+ queries Clemson vs Ohio State - Dec. 27th - 10 Million+ queries Like the majority of the aforementioned queries, Camille Claudel was the subject of a Google Doodle. As for the other two queries, both were driven by current events. The passing of American rapper, singer, and songwriter Juice WRLD drove users to query his name, while the college football game between Clemson and Ohio State became a top keyword phrase in December. The Search for the Perfect Gift Continues Shopping around the holidays drove queries in December. Like we saw in November 2019, brand names became keywords for people looking for deals. Since Thanksgiving happened late this year, Cyber Monday occurred on the first Monday of December. Take a look at some of the phrases that made the top 3 queries: Cyber Monday 2019 - Dec. 1st - 5 Million+ queries Target Cyber Monday - Dec. 1st - 1 Million+ queries Best Cyber Monday deals - Dec. 2nd - 500,000+ queries Santa Tracker - Dec. 23rd - 5 Million+ queries Dollar General - Dec. 24th - 1 Million+ queries McDonald’s - Dec. 24th - 1 Million+ queries Walmart hours Christmas eve - Dec. 24th - 500,000+ queries Bath and Body Works - Dec. 26th - 500,000+ queries At the beginning of the month, Cyber Monday drove people to search for gifts that had a discounted price or special incentive. As the days neared Christmas, people's desire to know where Santa was in the world inspired searches for an online tracker of his every move. Meanwhile, a good portion of the population could be seen searching for a quick bite to eat on Christmas Eve as they worked up an appetite shopping for last minute gifts and stocking stuffers. Sports Related Phrases Still Rule Of the 93 phrases we collected in December, 45 of them were sports-related. The subject of Gridiron Football – both collegiate and professional – makes up most of the queries, but it’s worth noting that queries related to the other football also made the list in December: Monterrey vs Liverpool - Dec. 17th - 500,000+ queries Premier League - Dec. 26th - 500,000+ queries It’s important to note that December wasn’t the only month where European soccer terms broke through to the top 3 queries of the day as reported by Google Trends for the US. We still believe these types of queries are driven by people who are checking the score of the game, but it’s interesting to see that the interest is high for a sport being played across the ocean. Other Top Queries By Category As we record queries, we categorize them by subject matter. Here are some of the top phrases by category: Entertainment December saw Star Wars at the center of the searchable universe with both the film and the TV series making up some of the top phrases in Entertainment: Star Wars: The Rise of Skywalker - Dec. 17th - 1 Million+ queries Mandalorian - Dec. 27th - 1 Million+ queries Technology One December 4th, Spotify wrapped up the year –and the entire decade, for that matter – by launching data related to each user’s listening habits over the past ten years. Spotify Wrapped - Dec. 4th - 2 Million+ queries We thought the timing of this release was strategic since there is so much attention given to shopping and the holidays. For Spotify to roll out their Wrapped insights after Cyber Monday and before New Year’s, they were able to maximize the attention they got for it. Politics With the exception of Kamala Harris dropping out of the presidential race, the rest of the political queries in December were related to the impeachment hearings, including the phrase “impeachment” that happened two weeks before the vote occurred: Kamala Harris - Dec. 3rd - 1 Million+ queries Jonathan Turley - Dec. 4th - 1 Million+ queries Nancy Pelosi - Dec. 4th - 200,000+ queries Impeachment - Dec. 4th - 500,000+ queries Gaming The subject of gaming gets queries and we have seen them show up as popular queries from month to month. Generally, a new game release triggers the query. This past month in particular, the Game Awards occurred and won themselves two spots of the top 3 queries on December 12th. Xbox Series X - Dec. 12th - 1 Million+ queries Game Awards 2019 - Dec. 12th - 500,000+ queries As we wrap up another year and kickstart a brand new decade, we look forward to seeing what the trending queries are for the future. See you next month!
In 2019, the Strategy team at AMP went on a mission to better understand marketers’ most sought-after consumer segments. Each week, individuals from these segments took over @AMP_Agency Instagram stories to give us a peek into their world as part of our digital ethnography series, “Through Their Eyes.” To wrap up the series, we took the opportunity to celebrate different cultures, and saw Thanksgiving from the perspective of Alicia’s family, from Guangzhou in China, Dana’s family, from Calabria in Italy, and Andronaelle’s family, from Les Cayes in Haiti. If you surveyed all Americans and asked them what the most American holiday was, our bets are on either the Fourth of July – naturally, it’s our birthday – or Thanksgiving. Thanksgiving is a celebration of the most American Americanisms: apple pie, lively family debates, and the NFL. Yet, we must not forget that our country is projected to be “minority white” within the next 25 years, and the very definition of what it means to be American looks quite different depending on who you ask. So, on the day that maxes out on all things America, we decided to celebrate what might be the most American Americanism of all: our diversity and our rich, beautiful variety of cultural traditions. We encountered mouth-watering food. While all of our participants still made a turkey, there was also incredible, delectable variety in the accompanying dishes served. Alicia’s family ate prime rib, grilled octopus, and steamed shrimp. Dana’s family had salad with homemade vinegar and drank homemade wine, and Andronaelle’s family had mac and cheese as well as traditional black rice. Top to Bottom: Alicia’s mom made comforting doughy rice ball soup; Andronaelle’s auntie utilized traditional Haitian seasonings in all dishes; Dana’s family tossed salad in homemade vinegar. Matriarchs were celebrated. All of our participants took time in their Instagram Stories to honor the matriarch of the family. Alicia’s family made sure to cook their grandmother’s favorite dish, pork knuckle and lotus stew. Andronaelle wrote about her Auntie Marie, “the matriarch and the best cook in the family,” and many of Dana’s Stories featured her nonna, who kept busy peeling potatoes, greeting guests, and playing games. (We’ll get to the games below!) Top to Bottom: Alicia’s family makes sure to cook their grandmother’s favorite dish; Everyone gathers at Auntie Marie’s immediately after breakfast; Nonna and Dana share a selfie Fun was had. A lot of fun. Most of all, what we could truly sense through these Stories was the sheer fun, and dare we say craziness, that ensues when large families reunite for Thanksgiving. For Alicia’s family, even the morning food prep is made fun, as they make a tradition out of picking up dim sum takeout from Chinatown each Thanksgiving morning. Andronaelle’s family took a big group photo and had the little ones pose for pictures. Dana even convinced two nonnas at the party to play a round of beer pong – the nonnas surprised with a sneaky bounce play that forced their opponents to take two cups off the table. Top to Bottom: The fun starts early at Alicia’s over morning dim sum takeout; Thanksgiving is a time to compare how much the cousins have grown at Andronaelle’s; Two Italian nonnas were shockingly skilled at beer pong And so our “Through Their Eyes” series concludes. This year, we started our Instagram ethnography series with Gen Z college students, moved into soon-to-be-wed millennials, and then millennial moms. Each time, walking in a segment’s shoes for the day revealed surprising insight that’s useful to brands: Gen Z kept themselves dizzyingly busy and are motivated by hustle, soon-to-be-wed’s use food as a vehicle for expressing and celebrating the love they have for their partners, and millennial moms have much more of a sense of humor than marketers would lead you to believe. Yet it’s perhaps fitting that we ended with multicultural Thanksgiving celebrations, and the reminder that despite how different we ensured our participants were – Chinese, Italian, and Haitian – what came through most strongly were the values that we all share, despite “segment” or ethnicity or age or what have you: an obsession with food, a respect for our elders, and the chaotic fun that ensues when we’re all together.