Promotional products companies that advertise on Google can take advantage of new features from the search engine that spotlight important search trends relative to their businesses. The features aim to help companies across industries make better decisions about ad targeting and outreach.

Announced this month, the new “Insights” page in Google Ads hosts a trends section that displays current and emerging search demand for products and services particular to one’s business niche. Insights provides a look at key search and conversion activity that’s tailored to what you do.

“You can deep dive into a trend to understand which queries consumers are searching for or the geographic locations where demand is growing the most,” said Google in discussing Insights. “These trends are aggregated and anonymized across many queries and can’t be tied to any individual user. Also use the integration with recommendations to easily activate keyword, budget and bidding optimizations in a few steps. You can apply these learnings to unlock new business opportunities, like new product areas to pivot into or future promotions to highlight.”

The new Insights page provides custom insights for your business.

Some companies with ties to the promotional products industry are already having success with Insights. Zazzle, an online marketplace for customized products that owns Top 40 distributor Boundless (asi/143717), used Insights to explore search trends. That allowed the company to identify categories, like puzzles and outdoor games, that were rising in popularity as people looked for activities to do at home amid the COVID-19 pandemic.

“By investing in these categories, Zazzle was able to deliver on customer needs and improve campaign performance,” Google said.

In another new development, Google is introducing “Performance Max” campaigns, which are a new way to buy Google ads across all the search engine’s inventory.

“Google Ads currently offers fully-automated campaigns for app marketers, retailers, and businesses with physical locations to drive results across Google’s surfaces,” Google explained. “Performance Max campaigns will build on learnings from those campaigns to deliver a comprehensive solution that works for all advertisers across a wider range of marketing objectives.” Learn more.