Making Science

Google introduces two ad tools to help businesses

Gabby Fernie

Google search trends data shows that searches for "online shopping" and "delivery" increased by 140 per cent last year, as consumers turned to digital resources during the COVID-19 pandemic. 

As a result of this, Google has developed two new tools to help businesses understand and respond better to these shifting public trends: 

The first is a new insights page within Google Ads, where marketers can see contextual and automated insights to help them adapt their business faster in a more dynamic world.

The second is an "opt-in" option for marketers to automatically apply certain campaign and performance recommendations. This means that every time Google's algorithms detect an opportunity to improve a campaign, brands can implement these recommendations from Google's real-time insights, powered by machine learning.  This instantly enables them to be fast and helpful for their consumers and save time. 

In a blog post announcing the move, Matt Brittin, President for Google Europe, Middle East and Africa gives examples of how the new tools have already boosted businesses.

"Body&Fit, an Irish company offering sports nutrition, food supplements and dietary products, was affected by a decline in in-store sales and international shipment delays during local lockdowns" said Brittin. "By using health and fitness insights across a number of countries, the brand was able to find new opportunities for growth and even expanded into new markets. As a result, by the end of last year, it saw a 90 per cent year-over-year increase in revenue."