Search Analytics Maximize Advertising

Tax day comes every April. If you’re one of many people who wait until the last minute to file your taxes, you’re likely regularly targeted by tax preparers. Search analytics provide companies like Google with information about its searches. During the days and weeks leading up to the infamous tax deadline, business is booming for companies like H & R Block and TurboTax. As e-filing and personal tax preparation become more popular, tax companies become more focused on how to go about improving ad performance online. This is where search analytics come into play. The search giant Google has search analytics tools that can narrow down the times most people are looking for help with their taxes, making it the most beneficial time to advertise their services.

During February and mid-April, search analytics tell Google that the search volume doubles for terms like “taxes” and “IRS.” Immediately after W2s are distributed in late January, the number of searches for the term “taxes” shoots up 150 percent. And during the few days before the tax deadline the volume of searches for these tax terms jumps to 270 percent. As a result of search analytics’ findings, tax companies know the prime times to advertise their services.

As search behavior changes, so does advertising strategy. Search analytics provide feedback that helps determine the best times to advertise and how often to advertise. In addition to knowing what is being searched and when, search analytics can also provide demographic information about people conducting these searches. For example, Google knows it’s a younger demographic who are clicking on TurboTax ads. Therefore, they adjust their advertising strategy to target that certain age group. By knowing more about current and potential customers, companies using search analytics can build their advertising technique around their needs.

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