November 29, 2021
After a slow year in 2020, this year’s holiday shopping season is shaping up to be one of the biggest in recent memory. According to statistics gathered by Ipsos Essentials, 53% of consumers are planning to shop online more than they did last year. Is your online marketing plan ready to handle the increased business? If not, then now is the time to get started!
One of the best places to start when it comes to developing your online marketing strategy for the holidays is with the Google Shopping ‘Holiday 100’ list. This features Google’s predictions regarding the categories and products likely to be in the most demand from American consumers through the holiday season. This will give you an idea of what consumers are actually shopping for so that you can plan marketing emails, special offers, and social media content accordingly.
Over the next few weeks, Google Ads will be rolling out four new insights features to help elevate your online marketing strategy over the holiday period and beyond. Let’s take a closer look at the new features we can expect to see.
In the past, Google Ads insights have focused solely on historical data. However, with the introduction of demand forecast, you will soon begin to see forward-facing trends. By taking search trends from previous seasons and applying machine learning, it is possible to predict consumer interest over the next six months. These insights will be specifically tailored to your business, so Google will show you the relevant trends to the category you advertise in.
Do you ever find yourself wondering how consumers are searching for and finding your business? Another new feature coming to insights is consumer interest which will pull the top-performing search queries and themes that are driving performance in your ad campaigns. You will see how many people search for each term or theme and how it has grown.
This new feature will be particularly useful when it comes to the content creation aspect of your online marketing strategy, as audience insights will help you determine what interests your target audience. This allows you to pinpoint their interests and find the topics that are really going to resonate with them, resulting in more engagement for your brand.
Finally, you will also be able to find change history and auction insights to help you chart the shifts in auction competition that have impacted the performance of your ads.
If you do not already have access to these new beta insights, keep checking your Google Ads account, as they will be rolling out globally over the next couple of weeks.
To Your Best Online!
Ingrid Maddox, Internet Marketing & Strategy Consultant. bluedress INTERNET MARKETING®, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented, and Managed to Full Circle! Organic Internet Search Engine Guru. Turn-Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online.