Google Ads is a key channel in almost all digital marketing strategies and understanding performance using the Insights page gives marketers the tools they need to optimise campaigns for the best possible results.
And the good news is that, just in time for this holiday season, Google is making four new updates to its Insights page to give marketers even more data to maximise sales, particularly as businesses get back up and running after the worst of Covid-19.
A quick stat burst that should sharpen focus – according to Google’s data, 53% of consumers are planning to spend more online this year than when compared to last year.
Given that the estimated consumer spend for 2021 (just in the UK!) is forecast at £141-billion, and user penetration for online shopping is expected to reach 86%, this extra 53% of people considering spending more online is a cherry on top of a pretty large cake…one you can’t afford to miss!
What is Insights adding that’s going to help?
The latest updates, due for release in the next week or two, are specifically designed to optimise marketing of products using better search data, forecasting, audience data and retrospective data.
Specifically, Insights will be adding:
- Demand Forecasts: Predicts six months of search trends with forward-looking insights that combine machine learning technology with past seasonal search data. Insights are personalised to your business.
- Consumer Interest Insights: Collects the top-performing search query themes that drive performance in your campaigns. Includes the number of people who searched for each theme, its growth, and how it performed in your account.
- Audience Insights: Learn the interests and affinities of your customers, including what creative assets resonate best.
- Change History Insights & Auction Insights: Change history insights and auction insights help analyse how shifts in auction competition or account changes impacted your campaign performance.
The purpose of these updates is to give online retailers and marketing teams the data to align products and campaigns with trend data, SEO and product descriptions with search data, and to group offers and campaign channels with affinity data so that audiences are reached in ways that resonate with them.
These insights should help tweak and optimise campaigns to deliver better results not only for holiday season, but beyond as well. And remember, just a small percentage increase on a £141-billion translates to a large revenue increase when it comes to your bottom line.
If you need help setting up your digital marketing campaigns or understanding performance better, so that you’re able to optimise your online sales, contact Realnet today on 01223 550800 or info@realnet.co.uk.