In-Market Audiences for Search was recently announced by Google and has now been released as part of their open beta. A feature prevalent in Display Advertising is now part of search marketer’s toolkit allowing for in-depth audience solutions.
So what are In-Market audiences?
To qualify someone as being in-market for a specific product or service, Google takes into account clicks on related ads and subsequent conversions, along with the content of the sites and pages they visit and the recency and frequency of the visits. In this way, Google accurately categorises users so you can target those most interested in your offerings. – Google
In-Market Audiences allows us to leverage real-time data to provide the right messaging, bidding and targeting that is most relevant to your product.
As seen in the example above, with In-Market audiences, we can now tailor our messaging and bidding to users based on their previous search and browsing history.
What categories of audiences are there?
Currently In-Market Audiences reflect the same categories available to the Display network as seen below.
Here are the categories of audiences that you can target:
- Baby & Children’s Products
- Beauty Products & Services
- Business Services
- Cars & Vehicles
- Clothing & Accessories
- Computers & Peripherals
- Consumer Electronics
- Dating Services
- Event Tickets
- Financial Services
- Gifts & Occasions
- Home & Garden
- Sports & Fitness
Using In-Market audiences has the potential to improve your search campaigns significantly and increase your ROI across the board. Not taking advantage of In-Market audiences for search? Get in touch with one of our performance experts today!