Search trends on the Insights page

Search trend insights help you understand the search interest for products and services relevant to your business.

You can use search trends to respond to shifts in search demand and identify potential opportunities for growth.

You’ll find 2 type of insights:

  1. Account: Search trends related to your existing ads.
  2. Suggested: Opportunities to expand your advertising to new areas relevant to your business. You don’t currently have any ads showing for these insights.

What you’ll learn

This article explains how search trend insights work:

Key definitions

  • Search Volume: Volume of queries for this term over the period of time
  • Query: logged engagement on Google.com (for example, search, scroll, clicking back button, opening a product detail page)

Why use search trend insights

  • Find emerging trends: You’ll find search trends relevant to your products and services.
  • Identify growth opportunities: Use search trend performance to identify areas of search demand where you don’t currently show ads.
  • Respond to changes in consumer behavior: Act on shifts in search interest by reviewing the Recommendations for each search trend.

Where to find search trends

You can view search trends from the insights page of your account or from your Google Ads manager account. Search trends are available in the manager account and at account and campaign levels.

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

View search trends from the account or campaign level

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Insights and reports drop down in the section menu.
  3. Click Auction insights.
  4. Go to the “Search trend” table to view your search trends.

View search trends from a Google Ads manager account

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Insights and reports drop down in the section menu.
  3. Click Auction insights.
  4. Go to the “Search trend” table to view your search trends.

How to use your search trend data

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

1. Find a summary of search trends

On your Insights page, the trend summary gives you a snapshot of the search interest in your market alongside your actual performance.

  1. In your Google Ads account, click the Campaigns icon Campaigns Icon.
  2. Click the Insights and reports drop down in the section menu.
  3. Click Insights.
  4. Review your performance and consider if you’re keeping up with the pace of demand for relevant search terms, or whether there is more volume for you to capture.
  5. Review the data to view how search interest and your performance compare over time.

If you use a manager account, you can find 2 tables in your Insights page:

  • Trending now: “Trending now” shows a list of all searches and forecasted trends in an active period.
  • Trending in the next 90 days: “Trending in the next 90 days” shows a list of trends forecasted to come out in the upcoming period based on historical data.

Columns for manager accounts

  • Trend: The category that shows an increase in searches.
  • Accounts: The account that includes the search trend.
  • Location: The country where the trend takes place.
  • Trend type: “Week over week” trends measure the last 7 days compared to the previous 7 days, “Month over month” trends measure the last 28 days compared to the previous 28 days, and “Year over year” trends measure the last 28 days compared to the same 28 days a year ago.
  • Trend period (Trending now): Start and end date of the time period that a category is trending. Peak dates will show when there’s a day for maximum searches.
  • Trend period (Trending in the next 90 days): Start, peak, and end date of the time period that a category has been forecasted to trend.
  • Search Volume: The number of searches for a category. Search volume includes searches across all countries within your account.
  • Conversions, clicks, costs, or impressions: Number of conversions, clicks, costs, or impressions your account received for the search trend during the trend period.

Details: Clicking this will open the slider panel on the right, where you can find trend details and a list of affected accounts. The slider panel has arrow controls in the header, so you can view details of the previous or next trend in the table.

Understand your data

  • Search interest: Search interest represents the number of searches for this trend across Google search. Values are calculated on a scale from 0 to 100, where 100 is the period with the most popularity as a proportion of total searches during the trend time period. A value of 50 indicates a period where search volume is half.
  • Your Clicks / Cost / Impressions: Clicks / Cost / Impressions for ads that showed on searches relevant to this trend.
  • Growth opportunity: Growth opportunity represents search interest over time alongside your performance metric. Use it to identify opportunities for you to capture additional demand.

2. Dive deeper into search trend insights

In the Manager account, additional insights for a category in an account 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

At the account level, use the following steps:

  1. Click View trend details to learn more about a search trend.
  2. You’ll find a number of additional insights:
    • Trending search terms
    • Trend growth in your campaigns
    • Related search trend insights

Trending search terms

Search term insights help you identify trending searches across Google.

You’ll find opportunities to capture more demand from your existing ads, as well as popular and relevant searches that your ads haven’t yet targeted.

Search term insights can help you find what consumers may be interested in. This info can spark new ideas for your business or new content, such as blog posts to promote your products and services.

Image of the trending search terms card on the insights page

Columns for search terms

  • Search term: Search term which has shown increased interest for the trend.
  • Keywords: Keywords or campaigns that received impressions for the search term during the trend period.
  • Search growth: “Search growth” shows the increase in searches for this term over the trend time period across Google.
  • Search volume: Number of searches for this term over the time period.
  • Your (clicks/cost/impressions): Number of clicks/cost/impressions your account received for the search term during the trend time period.

Trend growth in your campaigns

Campaign insights show you which campaigns have ads that target trending searches. This data can help you capture more interest in searches relevant to your existing campaigns.

Image of trending campaigns insight card

Columns for campaigns

  • Search growth: “Search growth” shows the increase in searches related to this trend for your campaign over the time period.
  • Search volume: “Search volume” shows the rounded number of searches for search terms covered by this campaign that are related to this trend over the trend time period.
  • Your (clicks/cost/impressions): Number of clicks/cost/impressions your campaign received for the rising search terms during the trend time period

Related search trend insights:

Related trends insights provide categories that are currently trending. This section also provides forecast growth for categories relevant to the deep dive category.

What you can learn from the trend time period

Emerging trends | Week over week

Week over week trends look at the search interest across Google for the last 7 days compared to the previous 7 days.

These insights can help you identify emerging trends so that you can respond quickly.

Sustained interest | Month over month

Month over month trends look at the search interest across Google for the last 28 days compared to the previous 28 days.

These insights can help you identify large spikes in interest or trends that have sustained interest for a longer period.

Opportunities for growth | Year over year

Year over year trends look at the search interest across Google for the last 28 days compared to the same 28 days a year ago.

These insights can help you identify areas of growth.

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