In a recent DRTV campaign, we noticed new search terms showing on Google trends. Data in relative units for one example is shown below.

While this is an obvious phenomena, it's interesting to track the data. Search does not create it's own demand: people need to know about a product phrase before they start searching on it.

This phenomena points out the importance of SEO and SEM for a new product. When launching a new campaign, you have inside information of new search terms, or added awareness of existing search terms. This can give you an edge in economically gaining high natural and paid rankings. If you don't take advantage of this, your competitors likely will get clicks from searches that your campaign created. Their sites and broad match PPC placements will match searchs for multi word searches created from your advertising spend.