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How to Use Google Consumer Surveys for Campaign Measurement

How do you know what your customers want if you don’t ask? Use Google Consumer Surveys to tap into their thoughts and measure campaign success.

Google Consumer Surveys

Being able to communicate directly with your audience and gather data through surveys is an excellent way to help propel your business and yet, many business owners and marketers aren’t tapping into this power. How will you know what your customers want if you don’t ask? Tap into their thoughts and desires though Google Consumer Surveys.

Start using the Consumer Surveys tool once and you’ll be hooked for future projects. How you use them depends on your marketing direction and goals, but campaign measurement is one of the most beneficial.

How Google Consumer Surveys Work

Google Consumers Surveys work by asking your target audience questions that you specify. Google will assume that someone is in your target audience by looking at their demographics such as age and location, along with browsing history and IP address.

The tool will show your question or questions (up to 10) across different online platforms such as news sources and entertainment websites by either embedding your question into a piece of content or in a mobile app. Oftentimes, the system will ask online users to answer your questions in exchange for reading a piece of content, listening to music, downloading an app, etc. In general, users are more apt to answer a question than pay a fee or give their email address, so the success rate is great. In fact, according to Google, these surveys were considered the #1 online poll and #2 overall poll in predicting U.S. presidential elections.

You have complete control over the content of the question as well as the type of question to ask. Below is a screenshot of the different types of questions you can choose from.

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There are many different ways that you can use consumer surveys to help your support your marketing efforts: Concept and product development, market trends, brand tracking, marketing design, timely questions, customer satisfaction and campaign measurement. 

Visit this link to get started. Once you have paid (it costs 10 cents per complete for one question), you will get your results in graphs, clickable demographic segmentation, and easy sharing with colleagues through a .cvs report within 24 hours.

How to Use Surveys for Campaign Measurement

Using this tool for campaign measurement works particularly well for brand manager, PR firms, and of course marketers. It can help you to see which campaigns are working and what is getting positive reviews. Whether you started a new partnership, sponsorship, a new type of content or new tagline, you want to know whether or not it’s hitting the mark. According to the Consumer Survey’s page, using them for campaign measurement can help you “identify critical inflection points using weekly tracking, with built in recurrence and timeline feature.” In short you get three things:

  • Measure campaign awareness
  • Get visibility into regional and demographic penetration
  • Understand campaign reception and reaction

For example, let’s say that you are a company that sells fitness equipment or fitness classes. If you started a new campaign where you feature testimonials of fitness success stories, you’re going to want to know if people are really responding more than with your previous campaign. A few questions you may want to ask include:

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As you can see, some of the questions you may ask might do more than just measure your current campaign. For example, if people are saying that fitness reality TV shows motivate them most to workout, you may get the idea to recruit a celebrity or fitness champion to help you sell your products; therefore changing your direction altogether. If people said they think of “hiring a personal trainer” first when hearing the words “getting healthy,” you may want to start featuring that in your ads.

If you’re hooked and want more data, visit here to learn more about the other ways you can use Consumer Surveys as well as all of the options you have when creating your survey.

Have you used Google Consumer Surveys to help measure campaign success? Tell us what you learned.