In-Market audiences are a way to connect with consumers who are currently researching and comparing products and services on Google based on their current browsing activity and websites visited.
As it stands currently, you can only target users classed as “In Market” on the Google Display Network, Partner Sites and YouTube. However, that’s all about to change!
Recently Google shared their 2017 AdWords Product Roadmap at Google Marketing Next. The event displayed a range of new innovative products and BETAs all of which will be coming to AdWords this year and beyond. Being a PPC geek, I love all things targeting, the more granular we can go the better!
So, why should you be excited? What’s in it for you? What’s in it for your client? Allow me to explain.
What is it?
In-Market audiences have been around since 2013, first introduced as “in-market” buyers, aimed at reaching users who are preparing to make a purchase based on details such as queries and browsing history.
Fast forward a few years and we now have “In-Market” audiences. Google still takes the same user behaviour into account, albeit a more refined analysis as the years has progressed, clicks on related ads and subsequent conversions, alongside the content of the sites and the pages the user visits, and the recency and frequency of the visit. From this vast amount of data captured, Google categorises users so you can target those most interested in your product or service. Currently, as it stands on the Display Network, there are over 480 In Market audiences to target, from the very top line product or service, right down to rather niche sub categories … very handy!
Why Use “In-Market” Audience Targeting?
In-Market audiences can help drive incremental conversions and lead generations, helping you interact with users at the very last step of the conversion funnel prior to making a purchase. It also enables you to leverage real-time data and an extremely powerful classification system based on in-market behaviour. These segments can help you provide the right kind of message and the right time to those most interested in your product. What’s more, when used in conjunction with Remarketing you are giving yourself one powerful targeting tool. Driving high qualified traffic to your site and improving overall campaign efficiencies.
What Audiences Are Currently Available?
Google didn’t specify a detailed list on what we can expect from “In Market” on Search, however, if we are to expect a list which mirrors what is currently available on the Display Network, expect to see the following categories;
- 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
The addition of In-Market audiences for Search Campaigns continues to show Google’s shift towards wider acceptance of using user’s browsing history data for advertisers current search campaigns. Features like this and similar, are widely available on other platforms, in particular on Facebook. So as advertisers expectations grow, alongside users acceptance of how their data may be used, I’d say it’s about time targeting capabilities on Search changed to offer more.
When Can I Use “In-Market” Targeting on Search?
Google is yet to provide an exact date on when this new targeting option is due to be fully rolled out on AdWords, it’s not even in BETA yet. However, as with most new features in AdWords, I’d anticipate a small selection of accounts being whitelisted over the coming months, with full roll out by the end of the year.