Using Google Tools For Advocacy and Political Research

by Joe Fuld (He/Him)

google tools

Using Google Tools For Advocacy and Political Research

As the dominant search company in the world, Google has the potential to change traditional, political, and advocacy research. As phone surveys become more and more challenging, using digital polling and testing will become more commonplace. But are Google tools going to replace polling and focus groups in the short term? Not likely. The need for smaller polls and statewide samples, and the understanding and knowledge that comes with a good political pollster, still make traditional polling and focus groups attractive in political and advocacy campaign research. But Google’s digital tool set is impressive and it does allow you some interesting options.

Here is a breakdown of the current line up of Google tools for advocacy and politics:

1. Google trends

This is a free tool that allows you to see where your issue falls in search results. It can be extremely helpful in looking at what a potential audience is prioritizing and how they search for it.

2. Google correlation

I love this tool. Wondering how obesity correlates with child nutrition? Easily find out with this.

3. Google poll

This is a great way to ask a big question and not pay a lot for it. Google allows you to ask a question to its many users. It’s simple and easy to use, but this tool is not good for everything. You won't use it for campaign polling, but if you want a clear snapshot on how people across the nation feel about something, it is an economical way to get feedback.

4. Google panels

Do you have two logo ideas and want to see which is liked more? Try a Google panel. It’s like a focus group, but you obtain useful, qualitative data more easily.

5. Google ad testing

Have you ever wanted to figure out the difference between the impact of an online ad vs. a YouTube video? Google has you covered. You can do ad testing and understand the difference between one ad and another.

6. Google keyword planner

Tried and true, the keyword planner can help you figure out words you need to advertise with and content you need to create. It is not a glitzy tool, but it can provide you with a lot of information beyond just what the cost of keywords.  It lets you know the frequency of search for specific terms. This can certainly help inform the words you should be using to describe an issue or a problem. Using the right word is critical in advocacy and politics, and although this won't take the place of polling, it is a free tool that can help.

How are you using Google for research in your campaign? Have questions? Connect with us!