The Google Ads Insights report provides forecast demand, shopper pursuits, viewers info, and extra

Google announced a number of additions to Google Ads Insights reporting. This includes demand forecasting, consumer interest insights, audience insights, and change history insights and auctions. According to Google, this should help advertisers identify trends and act accordingly.

Ginny Marvin, Google’s Ads Liaison, said on Twitter “We’re adding new features to the Insights page to help you identify trends and act accordingly. This includes data protection-safe insights into the query topics, which will increase the performance of your campaigns with aggregated and anonymized insights into consumer interest, which will be introduced in the coming weeks. You can also find a change history and insights into auctions on the Insights page. Thank you for the feedback that contributed to these updates. Keep an eye on Insights as we continue to make it more useful and provide a deeper understanding of changes in consumer demand and your campaign performance. “

Here is a video that shows this:

‘Tis the season for insights. Check out our latest updates on the Insights page to help advance your vacation marketing strategy → https://t.co/QcblbJzDmM pic.twitter.com/X4eEAA5Wih

– Google Ads (@GoogleAds) November 18, 2021

Let’s dig in …

Demand forecasting

Demand forecasting is more likely to give you “forward-looking trends,” Google said). It looks at past seasonal search trends and uses machine learning to forecast emerging search interest over the next six months. “These insights are tailored to your business, meaning you will see trends based on the categories in which you advertise,” added Google.

On the right side of the Insights page, you can view trending details to see the specific searches that are expected to grow. This is how it looks – click to enlarge:

Insights into consumer interest

Consumer Interest Insights shows you how people are searching for your business. Consumer Interest Insights aggregates and anonymizes the top performing search query topics that drive your campaigns performance. It will show you the number of people who searched for each topic, its growth and performance in your account.

This is how it looks – click to enlarge:

Target group insights

The new audience insights help advertisers learn more about the interests and affinities of your customers and those who are looking for your products or services. This also includes what “appeals to most creative people,” said Google.

This is how it looks – click to enlarge:

Insights into change history and auctions

In the new insights into the change history and auctionsN you will find both insights into the change history and insights into auctions on the “Insights” page. This can help you understand how any shifts in auction competition or changes you’ve made to your account have affected performance, Google said.

Forum discussion at Twitter.