Demand forecasts, consumer interest and audience insights are coming to Google Ads' Insights Page
A new article on Search Engine Land reports that the new features may help all advertisers, but the benefits will likely be greater for SMBs working on tighter resources.
Four new features -- consumer interest insights, audience insights, change history insights and auction insights, and demand forecasts -- will be rolling out in beta to the Google Ads Insights page globally in the coming weeks, the company announced Thursday.
If the predictions are accurate, demand forecasts can help brands better anticipate emerging trends so that they can plan their inventory and campaigns accordingly. However, user behavior has been unpredictable since the start of the pandemic, so make sure to evaluate demand forecast predictions with your own data before making decisions based on them.
Audience insights
This feature is aimed at helping advertisers learn about the interests and affinities of audiences that are seeing their ads, particularly the user groups that Google's automation has identified as driving strong performance. Additionally, audience insights can enable advertisers to identify what creative resonates with their audience.
Demand forecasts
Instead of focusing on historical performance trends, demand forecasts use machine learning and past seasonal search trends to predict emerging search interests over the next 180 days. These forecasts are personalized to your account, so advertisers will only see trends based on the categories they advertise in. Data is updated daily and predictions are replaced with real data as it comes in. The forecast may also adjust daily to improve accuracy.
Change history insights and auction insights
This feature can be used to better understand how shifting auction competition or changes you, the advertiser, made in your account affect performance.
Four new features -- consumer interest insights, audience insights, change history insights and auction insights, and demand forecasts -- will be rolling out in beta to the Google Ads Insights page globally in the coming weeks, the company announced Thursday.
If the predictions are accurate, demand forecasts can help brands better anticipate emerging trends so that they can plan their inventory and campaigns accordingly. However, user behavior has been unpredictable since the start of the pandemic, so make sure to evaluate demand forecast predictions with your own data before making decisions based on them.
Audience insights
This feature is aimed at helping advertisers learn about the interests and affinities of audiences that are seeing their ads, particularly the user groups that Google's automation has identified as driving strong performance. Additionally, audience insights can enable advertisers to identify what creative resonates with their audience.
Demand forecasts
Instead of focusing on historical performance trends, demand forecasts use machine learning and past seasonal search trends to predict emerging search interests over the next 180 days. These forecasts are personalized to your account, so advertisers will only see trends based on the categories they advertise in. Data is updated daily and predictions are replaced with real data as it comes in. The forecast may also adjust daily to improve accuracy.
Change history insights and auction insights
This feature can be used to better understand how shifting auction competition or changes you, the advertiser, made in your account affect performance.