The Insights page (currently in beta) for Google Ads has been created to help businesses like yours stay up-to-date on the latest trends in your market. While this data is, of course, useful all year round, you may find it especially helpful during this holiday season, when online sales are projected to reach a record $910 billion.
Google’s Insights page automatically tracks for trends across Google’s ecosystem that are relevant to whatever services and products you advertise on Google. Plus, you get detailed information about your account’s performance in addition to recommendations to help you take advantage of potential growth opportunities.
For example, if you’ve been running your campaigns for awhile with the same keywords, Google can recommend new options or bidding strategies based on your previous campaign performance and what people are searching for the most right now.
Best of all, just in time for the holidays, Google is launching 4 new features for the Insights page so you can keep up with the latest customer trends and optimize your campaigns
1. Consumer Interest Insights
With Consumer Interest insights, you get picture of how users are searching for and engaging with your business on Google over the past 56 days. Google automatically groups the trends into intent-based themes and subthemes with key performance metrics so you can get a better understanding of your target customers’ searches.
Google will also give you recommendations to help you tailor your landing pages and descriptions to incorporate the top trending themes in order to boost your campaign’s performance.
For example, a fashion and makeup retailer might see that the search for “perfumes” increased and that the top themes in this category are “affordable” and “floral”. With this information you can update your copy and potentially change your bidding strategy to capitalize on the most relevant trends.
2. Demand Forecasts
Google’s Demand Forecasts will help you predict upcoming search interest for trends relevant to your business. You can see Demand Forecast insights both for your existing ads as well as suggested opportunities to expand your advertising.
By combining previous seasonal search trends with machine learning technology, Google’s Demand Forecasts will predict trends over a six-month period. For example, a candle business could get insights as to when certain scents will be predicted to rise, peak and decline in popularity over the course of the year.
3. Audience Insights 
Through Audience Insights, you can learn more about the interests and behaviors of the users who are engaging with your ads. If you’ve been taking advantage of Google’s automation features such as automated bidding and optimized targeting, you can also learn about the different audience segments and how much they are driving your current performance.
With Audience Insights, you can also learn about your best performing creative content. For example, you can see which headlines audiences prefer and the percentage of that audience that resulted in conversion.
4. Change History & Auction Insights
Google is also now making available Change History and Auction information available on the Insights page. This data can help you understand how changes you made to your account or changes in auction competition impacted your campaign performance.
For example, major retailer Etsy observed an increase in searches for “Sweatshirts & Hoodies” using the Insights page and was able to leverage that data to transform their campaign and boost sales in that subcategory by 49%.
To access Insights for your current Google Ads campaigns, just log in to Google Ads account and navigate to the Insights tab.
Did you know JXT Group is one of just a few recognized Google Premier Partners? This means we are demonstrated experts in all the latest, cutting-edge strategies that can help your business make the most of your advertising dollars on Google’s platform.
If you’re ready to take your digital marketing strategy to the next level in 2022, learn more about how our team can help by giving us a call at 718-690-7302. Or you can submit our online contact form.
