Demand forecasts on the Insights page

Demand forecasts help you to understand the predicted upcoming trends relevant to your business. They use historical data to forecast the products and services that may start to experience increased search interest within the next 180 days.

You can use demand forecasts to identify the events that are relevant to your business, understand when demand is forecast to start increasing, by how much and for how long. You can also explore each trend to identify what is likely to drive demand so that you can better prepare your Google Ads campaigns.

Once demand for a forecasted trend starts to increase, you’ll be able to see the trend unfold as a Search trend insight and can follow the trend to better understand what is driving the demand and whether there is additional opportunity for you to capture.

You’ll see 2 types of insights:

  • Account: Demand forecasts related to your existing ads.
  • Suggested: Demand forecasts for upcoming 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 demand forecasts work:

  • Why use demand forecasts
  • How to use your demand forecasting data

Why use demand forecasts

  • Review when demand is likely to start increasing: You may already know events that are important to your business, such as Black Friday. You can use forecast search trends to see when demand is forecast to increase for the products and services related to those events and by how much it is forecast to increase, so that you can schedule your ads accordingly.
  • Identify new events relevant to your business: There may be less well known events that increase the demand for the products and services your business offers. Review these and consider preparing your campaigns to capture the demand.
  • Identify upcoming expansion opportunities: Review suggested forecast trends to identify products and services that are forecast to trend soon and decide whether these are expansion opportunities for your business and marketing campaigns.
  • Review the demand so far this year: Review the searches that are gaining traction so far this year and consider if there are new trends you should prepare for.
  • Compare your performance: Compare your performance with other advertisers who participated in the same auctions as you and consider your competitive strategy for the upcoming event.

How to use demand forecasting data

1. See upcoming forecast trends

Navigate to the Insights page and locate the upcoming trends section. Here you will see products and services relevant to your business where demand is forecast to start increasing significantly within the next 180 days.

Each trend contains the following information to help you prepare:

  • Forecast start date: Based on historical data, we forecast searches to start increasing during this week. Use this to get ready for the forecast demand increase.
  • Predicted search interest: Based on historical data, we forecast searches to increase by this amount during the event duration. Use this to understand how much additional opportunity there could be for you to capture during the event.
  • Peak search interest: We forecast when we think searches will reach their highest daily volume during the event. Use this to understand how much additional opportunity there could be for you to capture on the busiest days.

Data is updated daily and predictions are replaced with real data as we have it. Forecasts may also adjust daily to improve accuracy.

A graphic demonstrating predicted search interest for a specific trend.

2. Review the recent demand

Review recent behaviors present in the trend over the last month to understand what may be popular when demand starts to increase.

Review search terms that drove the most searches for this trend over the last 7 or 28 days and compare your performance to see if there is additional demand you could capture.

Representation of the user interface that highlights trending search terms in your campaigns over time.

Review which of your campaigns are covering the trend this year and consider if these campaigns are configured to capture the forecast increase demand. Consider applying recommendations shown throughout the page to best prepare.

A representation of a user interface with multiple search campaigns and their search interest over time.

Compare your performance with competitors who participate in the same auctions as you and consider your competitive strategy for the upcoming forecast trend. Consider when to start your campaigns and how to capture most demand.

A user interface element demonstrating auction performance for search campaigns over time.

3. Monitor your performance as the trend unfolds

Once demand starts to increase, monitor the trend as a Search trend and review new search behaviors and how your performance compares to demand.

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