¶ Audience Insights for Google
In this article, we will learn how to understand the audience insights dashboard for Google search ads.
The Audience Insights for Google feature is designed to thoroughly analyze and provide valuable insights into the performance of your Google Ads campaigns. This tool helps you improve your keyword strategies, understand historical and seasonal trends, and compare with competitors. There’s also a Glossary section available to help you understand key metrics and terms used on the platform.
Audience insights for Google has the following 4 sections:
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Keyword performance analysis
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Historical & Seasonal analysis
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Competitor keyword analysis
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Glossary
¶ Keyword performance analysis
The Audience Insights for Google feature helps you analyze the performance of your keywords on Google Search Ads. It provides a detailed breakdown of key metrics and visualizations to optimize your marketing strategies effectively.
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Overall Performance Insights
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CPR vs Conversions Chart
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High Performing Keywords
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Medium Performing Keywords
¶ Filter performance data based on AI Group(s)
You can view insights for all or a specific AI Group. Select the AI Group you wish to view insights for, and you will also be able to view the Optimization Metric and currency for a specific AI Group.
¶ Overall Performance Insights
The Overall Performance Insights section provides a high-level summary of your keyword performance for your campaigns:
You can view the keyword performance relative to:
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Campaign
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Ad group
¶ Select your filters
To refine your insights, use the various filters:
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Campaign: The selected campaigns.
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Keyword Theme: Filter insights based on predefined keyword themes set up within your account.
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Keyword status: Filter keywords based on their status (e.g., enabled, or not enabled).
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AdGroup: Choose ad groups to view insights specific to those ad groups.
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Keyword: Select individual keywords to narrow down the insights to those specific terms.
Based on the above selection, you can view the Performance bucket and the values for the following metrics:
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Total Conversions
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Total Spends
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Average CPR
¶ CPR vs Conversions Chart
The CPC vs. Performance Chart is a scatter plot that visualizes the relationship between the cost per click and performance metrics of your keywords:
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Bubbles: Each bubble represents a keyword.
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Bubble Size: Indicates the search volume for that keyword.
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Bubble Position: Reflects the CPC and performance.
Example: A keyword represented by a large bubble positioned favorably on the performance axis but with a lower CPC is ideal, indicating a cost-effective and high-performing keyword.
¶ High Performing Keywords
The High Performing Keywords section displays the keywords that are generating the best results, along with insights about these keywords. You can also view the top trending keywords and explore them further, based on the top-performing keywords mentioned above. Additionally, you have the option to customize the list by filtering out keywords or selecting specific ones.
This section shows the following details:
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Insights: This section provides insights like ‘Makespace_Brand‘ is the highest performing Campaign on average.
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Top performing Keywords: This section details Campaign, ad groups, keyword theme, spend, and other metrics details for top performing keywords.
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Trending Keyword: Top trending keywords that can be explored further based on the above top-performing keywords.
¶ Medium Performing Keywords
The Medium Performing Keywords section displays keywords with moderate performance. These keywords have potential but may require optimization. For example, you can consider improving ad copy or adjusting bid strategies to move these keywords into the high-performing segment.
¶ Low Performing Keywords
The Low Performing Keywords section identifies keywords that are not delivering satisfactory results in terms of clicks, conversions, or cost efficiency. This section highlights underperforming keywords so you can take corrective actions to improve campaign effectiveness. It also suggests bid increase recommendations for keywords that are not fetching any Clicks and Conversions.
Additionally, The insights table provides a summary of the general insights related to low-performing keywords. For example, an insight might state, "Location/AdGroup contains the maximum number of low-performing keywords," indicating that specific location or ad group needs attention.
¶ Historical & Seasonality Analysis
The Historical & Seasonality Analysis section provides valuable insights into the performance trends of keywords over time. This feature helps you understand past performance and plan for seasonal variations.
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Missed Keywords compared to previous months
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Potential Keywords compared to last year
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Potential Keywords compared to previous months
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Ineffective Keywords in the current month
¶ Overall Insights
The Overall Insights section provides a summary of key performance metrics with comparisons to previous periods. This summary helps you quickly understand how your campaigns are performing relative to historical data.
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Missed keywords: Shows missed keywords from last year, their conversions, and the total amount spent.
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Potential keywords compared to last year: Shows potential keywords compared to the previous month, their total conversion, and spending.
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Ineffective keywords: Shows low-performing new keywords from the current month.
You can delve deeper into specific keywords and their themes that you may have overlooked. You will be able to view the following metrics for the chosen keywords and keyword themes for all the keyword tables:
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Total spend
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Total conversions
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CPA
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Search Impressions share
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CPR
¶ Filtering table
You have the option to add additional metrics, sort the metrics, export the data, or reset the table.
There filter options are available for tables in other sections as well.
¶ Missed Keywords Compared to Previous Months
You can identify keywords that you haven't used compared to previous months. This functionality helps you discover potential keywords that may enhance your campaign performance.
¶ Potential Keywords Compared to last year
You can examine the potential keywords that have emerged or gained traction compared to the previous year. This feature helps you adapt and enhance your keyword strategy by integrating new trends that resonate with your target audience.
¶ Potential Keywords Compared to Previous Month
You can explore potential keywords that have shown significant changes or trends compared to the previous month. This functionality helps you keep your keyword strategy up-to-date with recent search trends and capitalize on emerging opportunities.
¶ Ineffective Keywords in Current Month
You can identify keywords that are not performing well in the current month, allowing you to optimize your campaigns by removing or modifying these underperforming terms. This helps ensure your resources are allocated to keywords that drive better results.
¶ Competitor Keyword Analysis
The Competitor Keyword Analysis section provides insights into the performance of your keywords compared to those of your competitors. It highlights areas where you can improve and opportunities to capitalize on untapped keywords. This section helps you stay ahead by understanding competitor strategies and market trends.
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Insights
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Quick Insights
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Untapped Keywords
¶ Insights
The Insights section provides a brief summary of recent changes and trends in competitor keyword performance. It highlights key observations and alerts you to any significant shifts in competitor activities.
Example: let’s break down an insight: "You've had 3 new top competitors using 97 of your keywords within the last week." This indicates that three new competitors have started using 97 of the keywords you are already targeting. This could mean increased competition and potential impacts on your ad performance.
¶ Quick Insights
The Quick Insights area allows you to quickly compare your keywords against those of your competitors. This section is divided into two tables: Top Competitors and Top Untapped Keywords. You can select the competitor, keyword category, and keyword theme and accordingly, the table values will be populated for Top Competitor and Top Untapped Keywords.
¶ Top Competitors
Lists the top competitors for your keywords along with key performance metrics.
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Competitor Domain: The domain of the competing website.
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Keyword Count: Number of keywords the competitor ranks for.
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Total Traffic: Estimated traffic driven by these keywords.
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Avg. Position: Average position of the competitor’s keywords in search results.
Example: If a competing domain, example.com, has 1,200 keywords driving significant traffic (e.g., 500,000 visits) with an average position of 5, it indicates a strong SEO strategy that you might want to analyze further.
¶ Top Untapped Keywords
Identifies keywords that your competitors are leveraging but are currently not part of your campaign.
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Keyword: The specific keyword.
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Search Volume: Monthly search volume for the keyword.
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CPC: Average cost per click for the keyword.
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Competition: Level of competition for the keyword.
Example: If the keyword "best moving companies" has a high search volume (e.g., 40,000 searches) and relatively moderate competition, adding this keyword to your campaign could generate significant traffic.
¶ Untapped Keywords
The Untapped Keywords section gives a detailed list of keywords that your competitors are using but you are not. This section provides comprehensive insights on the new opportunities to expand your keyword list and improve campaign performance.
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Gap Keyword: The specific keyword the competitor is using.
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Keyword Theme: The competitor domains leverage these keywords.
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Possible AdGroups: Suggested AdGroups where you can include these new keywords.
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Search Volume: The search volume for each keyword.
¶ Example:
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Keyword: "online storage solutions"
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Competitor Using Keyword: otherstorage.com, beststorage.com
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Possible AdGroups: Online Storage, Storage Solutions
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Search Volume: 12,000
Adding "online storage solutions" to relevant ad groups like 'Online Storage' and 'Storage Solutions' can help tap into a substantial search volume, currently dominated by competitors.
¶ Glossary
The Glossary section in the Audience Insights dashboard provides detailed definitions and explanations of various terms and metrics used throughout the platform. This section helps users understand the specific meanings and context of the metrics and filters, ensuring they can effectively interpret the data.
