The COVID-19 pandemic has brought about a number of major changes in online shopping behavior that can make it difficult for marketers to adapt to changing niches and optimize their campaigns accordingly.
That’s why Google is adding new trend insights within Google Ads based on Google search activity. This allows marketers to be alerted to relevant shopping and discovery changes within the sector and update their advertising strategies as demand.
As shown here, the new trend chart highlights the heightened search interest in the field, along with more specific element details that may help you take advantage of the latest opportunities.
As explained by Google:
“Consumer demand continues to change and it is important for marketers to catch up more than ever. For example, at the start of the pandemic, the number of searches for curbside pickups increased by more than 3000%. Earlier this year, We’ve seen a surge in staycation. We’re witnessing a surge in watch parties right now. Many people say we need more of this insight to communicate our business and marketing decisions. That’s why we launched an insights page (beta) in some countries last year. Businesses are always on the lookout for new trends. Starting today, insights pages are for all advertisers around the world. Will be available. “
The success of various advertisers in the first beta test of the new insights has led Google to drive a wide range of releases of the tool.
Based on this, Google recommends to marketers:
Review keywords, budgets, and bidding strategy recommendations to optimize your account for new trends. Use partial matches and smart bidding to reach the right customers with the right value. Use the Keyword Planner for keyword ideas based on new trends in your account. Plan inventory, promotions.Landing page based on trend search interest
In addition to this, Google is also adding a new process that enables marketers to automatically apply optimization recommendations to their campaigns based on new trends and behaviors.
As you can see here, the new process allows marketers to choose from a variety of auto-optimizations that Google will apply to their campaigns.
“This means that each time the algorithm detects an opportunity to improve the campaign, the brand can implement these recommendations immediately, which makes the brand quicker and more useful to consumers and saves time. You can save. “
How effective it is is actually and depends on the campaign, but Google’s system is constantly improving and presents a variety of important factors that may offer new opportunities. Can be identified.
At least worth testing, new insights offer new potential opportunities for marketing efforts and help you leverage a whole new audience subset.
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