AdWords In-Market Audiences Are Coming to Search
At its recent Marketing Next 2017 event, Google announced that the feature, which, up until now was only available on the Display Network, will become an optional feature for search ads as well.
For those not familiar with in-market audience targeting, it gives you an opportunity to target and bid on users who are close to purchasing products or services that you offer.
The audience is based on users’ past activity and real-time behavior as it analyses trillions of search queries and activity across millions of websites. This option is currently only available for Display and YouTube campaigns.
What are In-Market Audiences for Search?
In-Market Audiences are designed for advertisers who are focused on getting conversions from consumers most likely to make a purchase. You can use In-Market Audiences to find potential customers who are in-market; this means that they are actively considering buying a service or product like those that you offer.
It’s a product that’s been around since 2013 for the Google Display Network and they are available for YouTube TrueView campaigns, but it’s only just been announced for Search campaigns at Google Marketing Next 2017.
There are currently 19 main categories (please see below) and each of them has subcategories.
Example: Autos & Vehicles has subcategories for Auto Parts & Accessories, Auto Repair & Maintenance, Motor Vehicles and Vehicles (Other) and all four have sub-subcategories.
Apparel & Accessories
Autos & Vehicles
Baby & Children’s Products
Beauty Products & Services
Business Services
Computers & Peripherals
Consumer Electronics
Dating Services
Education
Employment
Event Tickets
Financial Services
Gifts & Occasions
Home & Garden
Real Estate
Software
Sports & Fitness
Telecom
Travel
As you can see, this will open up a whole new world and you will be able to reach users who are already looking for the products and services that you offer.
How does it work?
Google uses the example of a car dealership to demonstrate how In-Market Audiences for Search can work…
“For example, if you’re a car dealership, you can increase your reach among users who have already searched for “SUVs with best gas mileage” and “spacious SUVs”. In-market audiences uses the power of machine learning to better understand purchase intent. It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.” (Inside Adwords, 2017)
Currently, there are more than a dozen categories to choose from in Adwords to help you target the user that matter most to you. This includes everything from Apparel, Education, Financial Services and more.
Use it alongside your Similar Audiences (New) and Remarketing (Returning)
Now you have more options than ever to target the people that matter most to you and your goals. You can use Similar Audiences, In-Market Audiences and Remarketing Lists to target the right people with your investment.
To target new visitors, Similar and In-Market Audiences can be used to help focus your budget on new customer acquisition.
You can use Remarketing Lists to focus on your Returning Visitors and existing customer base through Customer Match.
Source: http://ppchubbub.com/google/audiences/google-in-market-audiences-for-search/
http://metisonline.co.za/2017/06/the-power-of-in-market-audiences-in-google-search/
AdWords In-Market Audiences Are Coming to Search
At its recent Marketing Next 2017 event, Google announced that the feature, which, up until now was only available on the Display Network, will become an optional feature for search ads as well.
For those not familiar with in-market audience targeting, it gives you an opportunity to target and bid on users who are close to purchasing products or services that you offer.
The audience is based on users’ past activity and real-time behavior as it analyses trillions of search queries and activity across millions of websites. This option is currently only available for Display and YouTube campaigns.
What are In-Market Audiences for Search?
In-Market Audiences are designed for advertisers who are focused on getting conversions from consumers most likely to make a purchase. You can use In-Market Audiences to find potential customers who are in-market; this means that they are actively considering buying a service or product like those that you offer.
It’s a product that’s been around since 2013 for the Google Display Network and they are available for YouTube TrueView campaigns, but it’s only just been announced for Search campaigns at Google Marketing Next 2017.
There are currently 19 main categories (please see below) and each of them has subcategories.
Example: Autos & Vehicles has subcategories for Auto Parts & Accessories, Auto Repair & Maintenance, Motor Vehicles and Vehicles (Other) and all four have sub-subcategories.
Apparel & Accessories
Autos & Vehicles
Baby & Children’s Products
Beauty Products & Services
Business Services
Computers & Peripherals
Consumer Electronics
Dating Services
Education
Employment
Event Tickets
Financial Services
Gifts & Occasions
Home & Garden
Real Estate
Software
Sports & Fitness
Telecom
Travel
As you can see, this will open up a whole new world and you will be able to reach users who are already looking for the products and services that you offer.
How does it work?
Google uses the example of a car dealership to demonstrate how In-Market Audiences for Search can work…
“For example, if you’re a car dealership, you can increase your reach among users who have already searched for “SUVs with best gas mileage” and “spacious SUVs”. In-market audiences uses the power of machine learning to better understand purchase intent. It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.” (Inside Adwords, 2017)
Currently, there are more than a dozen categories to choose from in Adwords to help you target the user that matter most to you. This includes everything from Apparel, Education, Financial Services and more.
Use it alongside your Similar Audiences (New) and Remarketing (Returning)
Now you have more options than ever to target the people that matter most to you and your goals. You can use Similar Audiences, In-Market Audiences and Remarketing Lists to target the right people with your investment.
To target new visitors, Similar and In-Market Audiences can be used to help focus your budget on new customer acquisition.
You can use Remarketing Lists to focus on your Returning Visitors and existing customer base through Customer Match.
Source: http://ppchubbub.com/google/audiences/google-in-market-audiences-for-search/
http://metisonline.co.za/2017/06/the-power-of-in-market-audiences-in-google-search/
