About product insights

The product insights feature showcases the different types of product insights and provides relevant suggestions for Shopping and Performance Max campaigns. This includes improving the performance of products in Shopping and Performance Max campaigns and solving product issues with the following:

  • Identify products with missing attributes.
  • Know which product offers are being outperformed by competitors.
  • Find products that have potential for further optimization.

How product insights helps you improve product performance

  • Know how products are performing: Have a better understanding of which products are underperforming and what to focus on for optimization.
  • Improve the quality of your feed data: Identify key aspects that are missing in your products and take actions to fix those issues for a better feed setup.

  • Leverage ads performance data to optimize products: Get more visibility into how your products are performing, what to prioritize depending on your business goals, and how to further optimize them. Understand the competitiveness of your bids on products compared with your competitor’s, and what products have potential for optimization.
  • Understand what actions to take to optimize affected products: Fix issues and generate more revenue.

How to access product insights

Product insight in Google Ads is available for Standard Shopping and Performance Max campaign types.

Note: This will be available in Performance Max campaigns only if a Google Merchant Center account is linked to the campaign.

Product insights can be found in 2 locations on the Google Ads account page.

Product subtab

  1. Sign in to your Google Ads account.
  2. On the page menu on the left, click Products. Then click the Products subtab.
  3. The “Insights” column is to the right of the “Product status” column.

Product detail page

  1. Sign in to your Google Ads account.
  2. On the page menu on the left, click Products.
  3. In the Product table, click on the product you want to view details on.
  4. The “Product insights” table is below the product detail.
  5. You’ll find the “Insights” column in the “Product insights” table, along with collapsed panels that contain more details about your products.

How product insights work

This feature analyzes submitted products to help you understand how you can improve your product performance. Product insights will provide suggested fixes that will help optimize your product ad performance.

Campaign or Google Ads related insights

The insight types you’ll find in Google Ads can indicate various issues with your product or its performance. Refer to the table below for information on what each insight type means and the steps you can take to resolve each issue.

Insight type What it means Suggested fix
Low manual bids Your bids were lower than those of your top competitors in the last 30 days. Try automated bidding, or add this product to a Performance Max campaign.
High target ROAS Your target ROAS resulted in lower bids than those of your top competitors in the last 30 days. Lower your target ROAS in campaigns that include this product.
Low maximum CPC Your maximum CPC resulted in lower bids than those of your top competitors in the last 30 days. Increase your maximum CPC in the impacted campaigns, ad, or product groups, or add your product to a Performance Max campaign.
No impressions The product didn’t receive any impressions in the last 30 days. Follow best practices to improve visibility.
Not in a campaign The product is not a part of any campaign. Add this product to a new or running campaign.
Campaign issues There are issues with one of the campaigns this product is in. Add this product to another campaign, or review product details to understand why it’s not serving.
Note: “No issues” indicates that we haven’t found any issues with the product or its performance and that the product is active in at least one campaign.
Tip: You can click “View campaigns that include this product” to find a table that outlines which campaigns include the product you’re reviewing.

Data feed or Merchant Center related insights

The insight types in Merchant Center will indicate either a missing value or a missing identifier. Refer to the table below for more information on what this means and how you can fix it.
Insight type What it means Suggested fix
Missing value: age group [age_group], color [color], size [size], gender [gender] A value hasn’t been provided in your product data for a required attribute. Provide the missing value to improve your performance.
Missing identifier: brand [brand], MPN [mpn], GTIN [gtin] A value you’ve submitted is either missing or isn’t recognized as a valid indentifier. Provide the appropriate unique product identifier value, or state that such an identifier doesn’t exist.
Tip: When signed into your Merchant Center account, you can click “View in Merchant Center” to open the “Product details” page in Merchant Center. If you’re not signed into your Merchant Center account, you’ll be redirected to a login page. If the Google account you’re using doesn’t have access to the Merchant Center account you want to open, you’ll be redirected to a page that prompts you to choose a different account.

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