Consumer demand continues to change, and it's more important than ever for marketers to keep up. For example, at the start of the pandemic, searches for 'curbside pickup'1 increased by over 3,000%. Earlier this year, we saw a surge for 'staycations',2 and now we’re seeing a surge for 'watch party'.3 We've heard from many of you that you need more insights like these to inform your business and marketing decisions. That's why last year we rolled out the Insights page (beta) in select countries to help businesses stay on top of emerging trends. Starting today, the Insights page is available to all advertisers globally. The Insights page surfaces trends tailored to your business, so you can see if you’re keeping up with demand for trending products or services.
Explore search trends tailored to your business
| At the start of the pandemic, Petco saw their customers were stocking up for their pets. By using insights, the pet retailer saw a surge in searches for 'curbside pick-up' and accelerated kerbside pickup plans in a matter of weeks. As a result, Petco drove a 100% increase in their e-commerce business year-over-year. |
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Getting Personal, an online gifting retailer, used trends from the Insights page to inform its ad copy, social media and inventory decisions. As a result, the brand saw a 37% increase in return on ad spend year-over-year. Josh Haynes, Digital Marketing Manager at Getting Personal said, 'The Insights page helps us keep up with consumer demand and identify new product ideas. As soon as we saw searches for "chocolate" grow over 52% year-over-year, we developed personalised chocolate bars and gift baskets.' |
To get the most out of the Insights page, consider these best practices:
- Review keyword, budget and bidding strategy recommendations to optimise your account for emerging trends.
- Use broad-match and Smart Bidding to help reach the right customers at the right value.
- Use Keyword Planner for keyword ideas based on the emerging trends in your account.
- Plan inventory, promotions and landing pages based on trending search interest.
Learn more about the Insights page in the Google Ads Help Centre. To see what’s trending beyond your business, subscribe to the Best Practices newsletter for a monthly digest, as well as other Google Ads best practices delivered directly to your inbox.
Posted by Richard Burton, Product Manager, Google Ads
1. Google Data, Global English, 18 Mar – 16 May 2020 vs 18 Mar – 16 May 2019
2. Google Data, Global English, 3 Nov 2020 – 1 Jan 2021 vs 3 Nov 2019 – 1 Jan 2020
3. Google Data, Global English, 24 Nov 2020 – 22 Jan 2021 vs 24 Nov 2019 – 22 Jan 2020
