How Interest Categories Can Help Retailers Better Target Consumers for Back-to-School Season

The trends for ‘back-to-school’ queries over the past four years illuminate more than when queries start and peak. These searches have been analyzed and grouped within categories that can help shape retailers’ display strategy for this year’s back to school season on the Google Display Network. The following categories and sub-categories, in order to frequency, were the most commonly searched themes for back-to-school queries:

• Society: Education, Legal, Social Science
• Entertainment: Music and Movies
• Shopping: Apparel, Mass Merchants and Department Stores, Flowers Gifts and Greetings
• Local: Regional Content, Jobs

As the graph below indicates, back to school searches begin to quickly rise at the beginning of July, peak in mid-August, and tail off at the end of September. So start gearing up for back-to-school season, and be sure to target these relevant categories on the Display Network!















Posted by Jieun Baek, The Google Retail Team