Google this week announced the roll out of consumer interest insights to all advertisers in Google Ads. The roll out is happening in the coming weeks.
Consumer interest insights enable advertisers to understand how customers are searching and engaging with their ads on Google.
Google analyzes the search terms where the ads have appeared in the past 56 days, grouping them into search categories and subcategories to provide advertisers with key performance metrics for each.
Performance metrics include Clicks, Impressions, Clickthrough rate (CTR), Conversions, Conversion rate, Conversion value, and Search volume (across all targeted countries).
Consumer interest insights are available for search campaigns, shopping campaigns, and performance max campaigns.
Google expects advertisers take action on recommendations, like tailor the creatives, landing pages, and Merchant Center feed descriptions to incorporate top search categories surfaced or trending, or that advertisers identify which campaigns and ad groups are capturing the most demand.