If you haven’t already heard about Google In-Market audiences and how they can add serious fire power to your marketing arsenal, your day could be about to get a whole lot better.
What are In-Market Audiences?
Through its huge abundance of buyer data, Google knows better than anyone how people behave when making online research and buying decisions. In-Market audiences are groups of people that Google deems to be demonstrating particular buying behaviours within defined markets. These behaviours include:
- Searching particular keywords
- Clicking on your competitors ads
- Visiting certain web pages
- Behaviour demonstrated on those pages
- Conversions on competitors websites
Traditional AdWords is focused around targeting prospects at their point of search, however sometimes at the very beginning of their research funnel. In-Market audiences open up a whole new ball game, allowing businesses to target prospects who have demonstrated a bunch of hot behaviours, commonly those that are at closer proximity to a decision.