Brand Insights
Brand Insights Overview
Understanding how, when, and where users search for your brand is crucial for optimizing your marketing strategies and resource allocation. For example, while "rental cars in Chicago" indicates general customer interest, "Acme Rental Cars in Chicago" reveals specific brand engagement. Brand Insights in the Travel Analytics Center helps you analyze this data to enhance your market presence.
Brand Insights features three key dashboards: Brand Density, Relative Brand Strength, and Brand Coverage.
Brand Density
- Measures brand interest by tracking the number of daily brand name searches on Google.com per 10,000 internet users within a specified geographic area.
- For instance, a Brand Density of 5 means that, on average, 5 Google.com searches per day included your brand name for every 10,000 internet users in that region.
- Note: Brand Density excludes Google Ads and impressions.
Relative Brand Strength
- Allows you to compare your brand's performance to the overall category within a specific geographic area.
- Brand Strength: Indicates your brand's demand in a market segment relative to its overall market demand. A Brand Strength above 100 signifies a stronger brand presence in that region.
- Category Strength: Indicates the category's demand in a market segment relative to the overall market. A Category Strength above 100 indicates higher category popularity in that region.
- By comparing Brand Strength and Category Strength, you can assess market penetration and brand performance. For example, if your Brand Strength exceeds the Category Strength in a region, your brand outperforms the category average there.
Brand Coverage
- Provides a comprehensive analysis of brand interest by measuring Brand Density alongside Impression Coverage, Click Coverage, and yearly trends across defined geographic areas.
- This enables in-depth analysis of campaign effectiveness over time.
- Impression Coverage: The percentage of your brand's Google.com queries (with ads) where your ads were displayed.
- Click Coverage: The percentage of ad clicks on your brand's Google.com queries that were directed to your ads.