Google has added four new features to the Insights page in Google Ads: search terms insights, asset insights, audience insights, and change history insights. These insights are intended to assist users in creating more effective campaigns during the holiday season and beyond.
Search terms insights
Search term insights provide a summary of what your customers are searching for, allowing you to understand trends and popular themes without having to manually review each individual search term.
These insights often group search terms into categories based on their intended purpose, allowing you to identify which categories are most popular among your customers and track metrics such as conversion rates, search volume, and search volume growth.
For example, if you are a sporting goods retailer preparing for the end of the holiday season, you may notice that there is high demand for “trail running shoes” in the search category.
You can use this information to update your website and marketing materials to focus more on outdoor activities and hiking, and to stock more of that product line for a last-minute holiday sale.
Asset insights
Asset insights allow you to understand which creative assets, such as images and videos, are most effective at engaging your potential customers. This information can be used to tailor the assets and landing pages you create for specific audience groups, or to inform a larger marketing and product strategy shift.
For example, if you are a sporting goods retailer and you notice that bicycle-related assets are particularly popular with “Green Living Enthusiasts,” you might use these assets on a landing page that highlights your company’s sustainability efforts.
Alternatively, you could use this insight to develop a new product line centered around eco-friendly cycling products.
Audience insights
Audience insights, which are now available at the account level, provide information about the characteristics of the people who have interacted with your business.
These insights can help you understand what your customers are interested in, allowing you to tailor your marketing efforts to their unique interests and traits.
Change history insights
Change history insights allow you to understand how changes you have made in your account may have affected performance. If there is a noticeable change in your campaign’s key metrics, these insights can help you identify which changes you made that may have caused the shift in performance and determine the next steps to take.