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Market Research Using Keyword Planner
This time, we’ll explore how to conduct market research using Google AdWords – specifically the Google Keyword Planner tool.
Previously, we touched on the importance of market research in identifying demand for your products and services on the Internet. We learned that passion alone is not enough if there is no demand for what you’re offering.
So how do we determine if demand exists? The answer is simple. If we want to run an online business, we need to do research on the Internet itself.
Besides checking popular products on platforms like Amazon or eBay, we can also use Google’s free tool: Google AdWords Keyword Planner.
GOOGLE ADWORDS: KEYWORD PLANNER
Keyword Planner is one of the tools within Google AdWords. It’s used to generate keyword ideas and help choose the most relevant search terms related to your product or service.
It also allows you to check the search volume of specific keywords on Google. The logic is simple: if a keyword related to your product or service has a high number of searches, it indicates strong demand. So why wait? Let’s use this free Google tool to conduct effective market and demand research.
CREATING A GOOGLE ACCOUNT
To use Google AdWords – Keyword Planner, you need a Google account. If you already have a Gmail or Google+ account, you can use the same login credentials to access Google AdWords.
LOGGING IN TO GOOGLE ADWORDS
If you already have a Gmail or Google+ account, just use it to log in at:
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or directly via https://adwords.google.com/KeywordPlanner/
Click “Sign in”.
Then, enter your email address and continue the setup process. Don’t copy example emails—use your real address.
Click “Save and continue” to proceed to the Google AdWords dashboard.
USING GOOGLE ADWORDS: KEYWORD PLANNER
Now let’s perform market and demand research related to a product or service we want to offer.
For this example, let’s say we want to start a business in the telecommunications sector—offering a prepaid service called OneXOX. It’s a relatively new prepaid provider that offers significant savings with no misleading ads or hidden charges.
Check their site (note: site may be outdated):
http://onexox.datalead.com.my
So is there demand for this OneXOX prepaid service? Let’s find out using Google Keyword Planner.
STEPS:
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Click the “Tools” menu and select “Keyword Planner”.
You’ll see the Keyword Planner dashboard.
Click “Search for new keywords or group them into ad groups”.
Fill in the fields for “Your product or service”, “Your landing page”, and “Your product category”.
For “Your product or service,” enter keywords like “prepaid,” “sim card,” “budget sim,” etc. Be creative. Spend time listing relevant keywords. Also, include competitors’ names. This way, if users search for your competitors, your site might also show up. Wouldn’t that be great?
Set your target location and click “Get ideas”.
Look at the results. If the graph shows over 200,000 monthly searches related to the telecom industry in regions like Negeri Sembilan, Selangor, and Kuala Lumpur—that’s a clear sign of strong market potential and demand.
Under the “Keyword ideas” tab, you’ll see the search volume graph for your selected keyword. Some keywords show over 300,000 searches per month.
Scroll further to view a full keyword list under “Keyword ideas” including their individual monthly volumes.
Now let’s check a more specific term like “onexox”. It may only get about 1,300 searches per month, which is normal for a new service provider. But if you look at the trend graph, searches spiked to 4,400 in September alone!
This tells us: I’m on the right track! Interest is growing! Is this the business you want to pursue? I’ve done a bit of research for you—distributors wanted, by the way!
FINAL THOUGHTS
That’s a brief overview of how to conduct market research and demand validation using Google AdWords: Keyword Planner.
Pretty useful, right? Doesn’t registering that Gmail account feel worth it now?
Start by listing 20 to 30 keywords related to your business or industry. Use Google AdWords: Keyword Planner to evaluate search volume and demand trends for those keywords.
Then decide—do you proceed with this business or pivot to another one with stronger demand?
Your business will explode if it’s something you’re passionate about—and if it also has strong market demand, it’ll explode twice as much!
And don’t forget to save those keywords—we’ll cover how to use them for other marketing purposes soon.
Good luck—and all the best in your entrepreneurial journey!
