Search trend insights is a useful feature in Google Ads that helps advertisers understand the search interest for products and services relevant to their businesses. They can help to identify trending searches across Google, giving opportunities to capture more demand from existing ads, as well as popular and relevant searches that the ads haven’t yet targeted.
Search trend insights also help advertisers find what consumers may be interested in. This information can spark new ideas for a business or new content, such as blog posts to promote products and services.
In summary, the reasons to use this tool are:
- Find emerging trends find search trends relevant to your products and services.
- Identify growth opportunities: Use search trend performance to identify areas of search demand where ads aren’t currently being shown.
- Respond to changes in consumer behaviour: Act on shifts in search interest by reviewing the Recommendations for each search trend.
The search trends reports can be found from the ‘Insights’ page of the Ads account, or from the Google Ads manager account. Search trends are available in the manager account and at account and campaign levels.
There are 2 types of insights:
- Account: Search trends related to existing ads.
- Suggested: Opportunities to expand advertising to new areas relevant to the business (i.e. you don’t currently have any ads showing for these insights).
At the account level, click ‘View trend details’ to learn more about a search trend:
- Trending search terms
- Trend growth in the campaigns
- Related search trend insights
In the Manager account, additional insights for a category will be shown under ‘Details’:
- A timeline chart of the search interest and your performance compared over time
- Trending search terms
- Trend growth in your campaigns
Campaign insights show the campaigns with the ads that target trending searches. This data can help to capture more interest in searches relevant to existing campaigns:
This is what can be learnt from the trend time period:
- Emerging trends – Week over week
- Sustained interest – Month over month
- Opportunities for growth – Year over year (search interest across Google for the last 28 days compared to the same 28 days a year ago).
If used wisely, the Search Trend Insights can provide a significant competitive advantage for a business.
If you want to know how its use could help yours, please get in touch.