Google has announced that it will be adding new predictive elements to Google Ads Insights. The new predictive tools will utilize machine learning and historical data to predict consumer trends in your vertical.
Although the new trend predictions are still in beta, they are available on the Google Ads Insights page.
Demand Forecasts
Google is testing something called demand forecasts which aims to provide estimations of search interest in your products over the time frame of the next six months. Google aims to achieve this through the combination of machine learning and past seasonal search trends.
As said by Google:
“Let’s say you’re a beauty retailer. You might see a prediction that search interest in “perfumes & fragrances” will start to trend in the middle of November with an increase of 27%. Interest then peaks to 93% on Black Friday and tapers off in the following weeks. To help you understand this forecast, you’ll see trendlines for predicted search interest, actual search interest, and your clicks (the amount of traffic you’ve already received from this trend).”
Consumer Insights
The tech giant is also testing a new consumer interest element, developed to aggregate the top-performing search query themes that are responsible for driving performance in your Google Ads campaigns.
Audience Insights
With the new audience insights, you can dig a little deeper and understand more about your customer’s interests and affinities. This includes what creative resonates the most.
Change History and Auction Insights
Google is also introducing change history insights and auction insights where you’ll be able to both change history insights and auction insights throughout the insights page. For marketers, this can help glean more understanding how shifts in auction competition or changes made impacted performance.
According to Google, these elements will be launched in Google Ads over the next coming weeks.
