Google Ads Beta Features Promote Audience Forecasting, New Behavioral Insights

Google Ads and PCC are the largest-used resource for Search Engine Marketing. Google PPC campaigns complement SEO and drive a significant return on investment.  Throughout the last two years, Google has rolled out several features to help enhance the return on campaigns for PPC managers with more dynamic campaign builds and consumer-focused placement of Ads.

Rollouts of new and sophisticated audience forecasting and behavioral insights may soon be available on the platform, according to a recent Google Ads & Commerce blog highlighting new beta features. Yuan Sun, Director of Engineering for Google Ads, authored the blog to prepare Google Ads users for the upcoming holidays to focus on consumer driven behaviors and expectations for their audiences at the end of 2021:

This year’s holiday shopping season is shaping up to be one of the biggest yet. In fact, 53% of consumers plan to shop online more this year compared to last year.

The blog accompanies Google’s Shopping Holiday 100 listing of products and services that are most likely to be purchased, in order to provider context to the level of competition your Google Ads campaigns can expect this year.  Below, we’ll dive into the main beta features that could add extremely high returns on campaigns and remarketing efforts:

Demand forecasting for Google Ads

Sun explained that users are more likely to observe forward-looking trends through machine learning that can predict emerging search engine interest based on previous seasonal demands. Uses can then view trend details to view specific forecasted keywords related to their products. Here is how Sun explains the new feature:

For example, 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 interest insights on Google Ads to search for product “themes”

One of the most promising new beta features includes consumer interest insights that can anonymize and aggregate top performing search queries “themes,” or specific identifying keyword groups that drive campaign performance. A user can view the theme, growth in search interest, and how well it performed. Sun uses the beauty retailer scenario again as an example:

As that beauty retailer, you might see that the top themes in the “perfumes” category are “affordable” and “floral,” and that your overall impressions for the theme increased by 12%. These themes can be found in the search themes section of the page, and can help you update your marketing and product feed copy to include similar words and phrases.

Audience insights and change history/auction insights

More beta features that are likely to expand the value of the Google Ads platform for marketers includes new audience insights as well as metrics that evaluate the impact of change history on campaigns.

The new audience insights feature allows campaign managers to understand more about interests and creative assets that resonate most with your targeted user groups. The feature allows a manager to view which types of headlines and conversion percentage of these headlines by audience.

Google Ads will also implement a feature where a user can find change insights and auction insights that help users understand how sudden changes in auction competition or campaign changes impacted performance. These are baseline metrics that show increases or decreases in performance based on these change categories.

Google Ads management can be easy to learn but hard to master! Talk to a PPC expert at Boston Web Marketing today to get your campaign going. Contact our paid search team today for more information. 

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