The Google Ads In Market Audiences is an important setup for campaigns or ad groups, wherein the goal is to target shoppers who have a high buying intent at the time that they are active in the buying window. 

Google’s algorithm is spot on when it comes to determining the buying intent of its users, which is by fact, better than any other tool on the planet.

 

Watch the video version of this article below:

It provides data like people who click on ads related to yours and subsequent actions they take on sites they visit. Google also measures the recency and frequency of the visits.

With Google Ads in market audiences, you can target people in the right moment, when they are in a buying window because Google can determine the buying intent based on what these shoppers are browsing. They have the data to research and compare the types of products you sell.

All these data are used to target those who are most interested in the products or services you sell.

 

How in market audiences targeting works

People who are shopping for medical weight loss go to Google search and they use the term “medical weight loss” (and other similar terms) to search for companies who are selling. 

These same people are also watching videos on weight loss. 

They may also be shopping for weight loss tools or weight loss recipes.

All these signals fall under the in market buying intent, which Google tracks and have on their system. This data, you can utilize to target people who are actively shopping for products or services within your niche.

 

Why utilize market audiences in Google Ads

Why? Simple because the in market audiences in Google Ads and YouTube Ads can drive sales and conversions and better your ROI.  

You can also use in market audiences you’re your remarketing to generate highly qualified leads to your offer and increase your chances of converting them into customers. 

Make sure you target the audience that’s most relevant to your business. 

There are almost 500 categories to choose from. Sometimes it is hard to pinpoint your exact in market audiences in Google Ads because the menu has several layers of dropdowns.  

So I’ve included a spreadsheet with all the in market audiences you can target before setting up a campaign. 

You can refer to the spreadsheet anytime for all the available audiences you can use and what type of campaigns they can be used for.

You may download the list for free below:

Some takeaways

• Create a separate campaign or ad group for different audience targeting.
• Do not mix audience targeting types in the same ad group (e.g. Affinity with In-Market). 
• Have a separate campaign so you can control budgets, bids, and other settings separately. 
• Don’t layer your targeting. Adding demographics, topics, placements, and keywords on top of audience targeting will not target the right audience properly. Instead, only get a smaller subset of the audience you’re trying to reach.

 

Conclusion

I would definitely recommend you trying out the in market audiences in Google Ads as part of your overall strategy. 

However, like any campaign strategy, you will only get successful with this feature by continuous testing and tracking, which are essential parts of in market audiences best practice.