How a copywriter can use Google to do research

People read for two main reasons: To educate themselves and to unwind. So, as copywriters, our primary questions are these: What do people want to know, and what do they want to read while relaxing. Gaining an insight into the mind of your readers will be an advantage when writing copy for them. Google offers a smorgasbord of services to conduct such research, and we’d suggest you use all three in tandem before putting pen to paper:

Data-driven decisions

Fact: Data is becoming the most valuable commodity on Earth. Every online resource we make use of tracks our actions, building up detailed data sets. This information essentially gives us a look at human nature. If we can predict what people are most likely to do, we are able to tailor information to suit the person’s behaviour. Copywriters should take data-driven decisions wherever possible, looking at trends and historical information. This has become a critical element in the success of marketing and advertising campaigns.

Google Trends

First on our to-do list is Google Trends, a resource you’re going to fall in love with if you’ve never used it. With a simple keyword typed into the search box, copywriters can see how many online searches have been conducted for that keyword query. You can set the date range, the geographic location, and compare keywords to each other. Google Trends allows you to define categories of searches (images, news, and shopping), which is a handy tool if you’re writing copy for eCommerce websites or current affairs blogging. The research you conduct can be collated and downloaded to your device for sharing. Better yet, just share it straight to your social media or via email.

And lets you download a report or share your findings online.

Google Ads & Analytics

If you run Google PPC ads for a company, and you’re copywriting too, you’ll have a treasure trove of target audience information at your fingertips on Google Ads. The more you pay per click in your campaigns, the more popular the associated keyword is. This information is excellent to get topic ideas for blog articles and even social media content. Google Analytics is all about the website you’re writing for (if you’re a digital copywriter), and who is visiting it. Information you gain access to includes the gender of your visitors, the age range, geographical location, what pages visitors are viewing the most, and a bunch more.

Search Results

The last research resource Google offers is actually free to everyone. In fact, a lot of people use it without even knowing that they’re being exposed to valuable information (if you’re a marketer, of course). Open up your web browser and go to google.co.za. Start typing in words related to the topic you’re poised to write about. The suggestions that appear under the search bar are previous high-volume search terms related to that query. However, there’s more. If you actually click on the search button and scroll right down to the bottom of the page, you’ll see more popular previously-searched words that can aid your copywriting.

Get in touch with the Digital School of Marketing

Want to learn more about copywriting? If you do, then you should really have a look at our National Diploma in Copywriting. Find out more here.