During the chaos of the COVID-19 pandemic, Google created the Insights page for Google Ads to help businesses keep abreast of rapidly changing trends in customer preferences and activities. Now in 2023, businesses continue to face unprecedented challenges (such as the unstable economy and the ever-evolving digital landscape) – so the Insights page continues to be useful for inventory planning, merchandising, and strategizing your overall marketing.
As part of Google’s commitment to provide businesses with cutting-edge, useful tools for Google Ads, now there are 4 new features on the Insights page offering even more refined data on the trends that affect your marketing campaigns. You might even find inspiration to pivot your advertising strategy with these Insights!
1. Insights on Search Terms
Without question, Google is the global leader when it comes to online searches. Now your business can utilize Google’s massive, real-time data to know exactly what customers are searching for today.
The new Search Terms Insights allows you to go beyond individual search terms to broad intention-based categories and subcategories so that you can quickly grasp trending themes along with key metrics.
Once you see which searches are driving the most demand, you can utilize this information to tailor your creative assets and optimize your advertising campaign budgets. You’ll even get recommendations based on your current search term performance
2. Insights on Audiences 
How well do you know your customers? New Audience Insights (now available at the Account level), provide you with information on the different user groups who interact with your ads and convert. Graphics on the Insights page make it quick to see which segments of your audience are convert the most and have the highest index. You’ll also see what percentage of Google’s overall user base this audience segment represents.
You’ll even get “persona” information, such as interests, demographics and life events. With a deeper understanding of what your customers care about, you’ll be able to customize you messaging for their unique traits and thus stand out from other competitors in your broad field. For example, Google might report that “outdoor enthusiasts” are most likely to respond to your ads for certain sporting gear, and with this information, you can alter your campaigns accordingly.
3. Insights on Assets
Do you know which of your advertising assets resonate best with customers? If you’re running an asset-based campaign (such as a Performance Max or Discovery campaign), you’ll have access to Asset Insights to show you which audience segments are interacting with the different asset components of your promotions.
You’ll also receive “call to action” guidance on adding new assets to engage your audience. This guidance could be used to construct a landing page that speaks directly to a certain segment of your audience or even give you inspiration to create new product lines to fulfill their additional needs.
4. Insights on Changes
Finally, Google is also providing insights on how recent changes you’ve made to your campaigns may be impacting your performance. This way, if you observe a significant shift in any of your metrics, you’ll be able to work backwards to determine which changes caused the shift.
Change History Insights are available at the campaign level and can be generated for most all Google Ads campaigns including Apps, Discovery, Display, Hotel, Local, Performance Max, Search, Shopping, and Video.
Would your business benefit from even more insights and expert digital marketing guidance that’s customized to your unique business challenges? If so, JXT Group may be your perfect partner to accelerate your Google Ads performance in 2023. Our team is even recognized as a Google Premier Partner for our track record of success!
Call us now at 718-690-7302 or get in touch via our website inquiry form
