Google Ads Insights Tab: Deciphering Consumer Intelligence (2024)

Google used to hide its data. Now, via the Insights Tab, it gives you a peek into the Black Box. Access it via the left sidebar → Insights.

1. Search Terms Insights (The Grouping)

Instead of showing 1,000 raw queries, Google groups them by Theme.

• Theme: "Vegan Leather."
• Insight: "Searches for Vegan Leather are up 50% YoY."
• Action: Create a dedicated Asset Group for Vegan products.

2. Audience Insights (The Persona)

"Who are the people converting?"

• Data: "Your converters over-index for 'Luxury Travelers' and 'Green Living'."
• Action: Change your ad copy to appeal to eco-friendly luxury. "Sustainable Luxury."

3. Auction Insights (The Competitor)

See who is entering or leaving the market.

• Data: "Competitor X Impression Share increased from 10% to 40%."
• Action: They are aggressive. Check their ads in the Ad Transparency Center. Prepare a counter-attack.

4. Demand Forecasts

"What will happen next month?"

• Data: "Demand for 'Winter Coats' is predicted to rise starting Oct 15."
• Action: Increase budgets on Oct 14.

Summary

The Insights Tab is your Strategy Consultant. Check it every Monday. If Google says a trend is rising, ride the wave.