Google is catering to advertising agencies with a repaired product called Google Insights for Search. The search giant introduced the new product on Wednesday.

Insights for Search is a free tool that taps Google's database of search results to unearth information advertisers covet. Google said the product was designed with marketers in mind.

"It provides more flexibility and functionality for advertisers and marketers to understand search behavior, and adds some cool new features like a world heat chart to graphically display search volume and regional interest," Elan Dekel and Niv Efron wrote on the Google blog.

Lots of Analytics

Google is on an analytics roll. In June, the company updated Google Trends with numbers and the ability to download results to a spreadsheet. Google said it received good feedback from agencies and advertisers on how they're using the new version, from identifying new growth markets to optimizing Google AdWords campaigns.

Like Google Trends, Insights for Search lets advertisers and agencies type in a search term to see search volume patterns over time, as in health as the top related and rising searches. Users also have the potency to compare search-volume trends across multiple search terms, categories (commonly referred to as verticals), geographic regions, or specific time ranges.

Google offered the example of entering the term "apple." Perhaps not surprisingly, the majority of the top searches are associated with Apple, Inc. rather than the fruit.

Google Insights for Search allows users to filter this query with the "Food & Drink" head of predication, resulting in a dramatically deviating inspect of search-volume trends and related searches for the fruit. Users can also use the filter to compare search terms within the category.

"If you love Trends, we hope you'll fall in love all over again with Google Insights for Search," Dekel and Efron said. Users need a Google account to tap into the data and download results to a spreadsheet.

Optimizing Traditional Ad Campaigns

Traditional marketers could use Insights for Search to help measure the impact of traditional media campaigns, according to Greg Sterling, principal analyst at Sterling Market Intelligence. Advertising agencies and advertisers could sift through the facts beneficial to brand terms, catchphrases, and words that appear in television, radio or magazine ads to see how superior they are in Google searches.

"Consumers might see an ad on TV or in a magazine and go online to search for more information. So you could use this as a tool to see if there's been a response to a traditional media campaign in a particular market. That's interesting feedback," Sterling said.

Advertisers can also gauge the potential claim for a product in a specified market. Conducting a search for "Apple" in the consumer-electronics category, for example, shows that the iPod touch seems to be a product with demand potential because of the way queries are arrayed. Advertisers could also search for terms like "hybrid cars" to see what specific regions and markets might hold potential buyers.

"There are some interesting queries you can make to determine expressions of interest people have not far from certain products or services in certain areas in addition to keyword research," Sterling said. "This is not a keyword-research tool because it doesn't give you variations on keywords, but it is one of the types of tools you would use to figure out what people are doing so you can optimize your campaign."