Delivering the right message at the right time is a main component when it comes to digital advertising, and Google's in-market audience helps you accomplish just that by delivering to users who are most interested in what you have to offer.
Overview
In-market audiences are available through the Google Display Network, YouTube, and soon the Google Search Network. They can currently be implemented in YouTube ads and display ads, but not search ads quite yet.
Let’s say you own a business that sells handbags. We can use the Google Display Network to find “in-market” users in the “Apparel & Accessories” category who are actively considering buying a handbag. Google Display Network can take into account a user’s clicks and conversions on related handbag or purse advertisements, content or products they looked at on competitors’ websites, and how frequently they are visiting those pages.
The Google Display Network can also connect with users looking at customer blogs, reviews, and price comparisons of similar handbag products. You then have a customized list of users that are best suited for your product. As users are comparing different handbag products, this tool can actively display your advertisement at the time they are making their purchase to persuade them to choose you over a competitor.
Categories of In-Market Audiences
We can select from these audiences to find users who are “in-market,” which means that they're researching and considering buying products and services similar to yours. These audiences are specifically designed to help you get conversions from likely buyers. In-market audiences partner with remarketing performance to reach users who are close to completing a purchase.
Main Categories |
Subcategories |
Apparel & Accessories |
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Autos & Vehicles |
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Baby & Children's Products |
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Beauty Products & Services |
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Business Services |
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Computers & Peripherals |
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Consumer Electronics |
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Dating Services |
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Education |
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Employment |
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Event Tickets |
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Financial Services |
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| Gifts & Occasions |
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| Home & Garden |
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| Real Estate |
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| Software |
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Sports & Fitness |
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| Telecom |
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| Travel |
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Performance
Many businesses are trying in-market audiences to help them target the right users. Most businesses are seeing that this tool raises brand awareness and helps increase website but doesn’t increase conversion rates. However, when they combine in-market audiences with display remarketing campaigns, many businesses do see higher conversion rates.
Google Best Practices
- Use in-market audiences in order to acquire new mid-funnel customers. You can drive more qualified traffic to your site when you reach people who are actively researching or intending to buy what you offer.
- You should layer the in-market on top of remarketing lists to increase reach while maintaining relevancy.
- You should avoid using other targeting methods with in-market audiences in the same ad group because it will narrow your audience further, causing you to reach even fewer users.
- If you are focused on direct response, use cost-per-acquisition (CPA) bidding to monitor and control ROI effectively.
- You may also use cost-per-click (CPC) bidding, but Google strongly discourages the use of CPM (cost per thousand impressions) bidding with in-market audiences.
This tool lets you narrow your audience to target users who are actually looking to buy your product instead of reaching a large numbers of users who aren’t interested. This will result in increased traffic, brand awareness, and click-through. Many businesses can utilize this tool to supplement their inbound strategy, one of the many services that Blue Frog Marketing can assist with. Get in touch with Blue Frog today to discuss where opportunities for your company lies!
