A new article on
Search Engine Journal reports that, as Google's Insight Page rolls out to all accounts, some advertisers are sharing their tips on how to get the most out of it.
Google Ads' Insights Page just officially rolled out to all advertisers globally. In case you didn't know already, it's designed to help advertisers stay on top of consumer search behavior and to act on those trends. If a trend catches your eye, you can dig deeper by monitoring the specific terms within that category that are driving volume. You can also filter results to suit your location and activities.
Pamela Lund from That Pam Chick Inc says Page Insights can be useful in providing more context around client performance:
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"The Insights Page is useful for seeing seasonal shifts and for communicating why results may be changing due to factors out of your control. It's also useful for seeing growth opportunities. For example, with clients that have a limited budget, if you see an increase in interest in a high return product category you can temporarily increase spend in that category and reduce in another to take advantage of the shift."
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Matt Umbro from Brainlabs adds that the data is directionally useful, even though it should be taken with a grain of salt:
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"The Insights tab provides an opportunity to expand demographics and personas, to know what searches, categories, and audiences are trending, but like with any Google tool, take the information with a grain of salt and ensure that it will meet your goals."
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Sam Tomlinson from Warschawski agrees:
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"The Insights Tab has quickly become one of the more useful features in Google Ads -- our team has found it incredibly helpful in identifying trending and rapid-rising keywords (for both inclusion + exclusion), making a more educated guess on how our target audiences are searching and refining our overall account and campaign structure. While the projections / recommendations continue to be, and likely will always be, a work-in-progress to be taken with a HUGE grain of salt, the ability to drill down into Google understands the terms in our account is invaluable, especially with other data (i.e. our STR) being removed."
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