Google created the Google Insights page during the time of the pandemic. This has significantly helped brands and businesses adapt to changing customer behavior and preferences.
Now, with the inclusion of these four new features, Google is taking its users a step further to understand their customers and drive the performance of their campaigns.
Of all the four new features, we feel search term insights and change history will be of great value for marketers.
When search term insights were not in place, users were required to manually sift through individual search terms to assess their performance. This made the process time-consuming and challenging.
But now, with this new feature, marketers will be able to uncover popular search terms automatically categorized based on customer intent and product or service attributes. As a result, they can take swift action to tailor website content, creative, landing pages, and Merchant Center feed descriptions to incorporate top search categories.
Besides, they can also identify which campaigns and ad groups are capturing the most demand, based on the search categories and apply relevant recommendations for subsequent campaigns.
Secondly, the change history insights can help marketers diagnose the change that is responsible for a spike or drop in campaign performance. Marketers tend to make a lot of optimizations and small tweaks to their campaign elements. With change history insights, they can drill-down to a specific date range and look-back to assess which changes worked the most to drive campaign performance.
All in all, if you run Google ad campaigns, the Insights page with its added features can be used in tandem with the Performance Max tools to improve overall campaign performance. Marketers can review key insights before making any drastic campaign changes or course corrections.