The power of in-market audiences in Google Search

The addition of in-market audience targeting to AdWords Search is set to become a powerful tool for marketers as it will open up new avenues for businesses to sell their products and services online.

Google 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 behaviour as it analyses trillions of search queries and activity across millions of websites.

For example, if you are a car dealership, the in-market audience will allow you to target people who have already made car related searches like “spacious cars”, compared different cars/brands/models online or watched car reviews on YouTube.

The feature is to be rolled out of the coming weeks, but the in-market audience list on the Display Network already stands at 481 sections.

In-Market Display Audience

There are currently 19 main categories (please see below) and each of them have subcategories.

Example: Autos & Vehicles has subcategories for Auto Parts & Accessories, Auto Repair & Maintenance, Motor Vehicles and Vehicles (Other) and all four has 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, so do get in touch via email (chantelle@metisonline.co.zaor phone us at +27 83 233 5455.

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