Today’s article, In Market Audience Adwords- What You Need To Know, we will discuss how to use the in market audience in Adwords or also known as Google Ads. We will show how you can utilize this feature to your advantage to generate pre-qualified middle-of-the-funnel leads for your business.
You will also learn what in market audiences are, why they are important, and why you should be using them in your own in market audience Adwords targeting.
Watch the video version of this article below:
In Market Audience Adwords - What You Need To Know
What is in market audience in Google Adwords/Google Ads?
In market is a specific audience that Google makes available to you. This type of audience is categorized based on their activity to shop. They are people who are looking to buy online.
If you don’t have a list, in-market is the hottest audience you can go after since it can drive conversions. The in-market audience feature lets you connect with consumers before they make their purchasing decision.
Why utilize the in-market audience in Google Adwords?
As mentioned, you can connect with your consumers before they can even buy. This is one of the best strategies to leverage real-time data and helps you provide the right offer at the right moment to the right people.
In market audiences when combined with remarketing technique can drive highly-qualified visitors to your website and can help improve your overall efficiency for your ad campaigns.
How does Google know who is in the market for your product or service?
Google records its users’ search and online activities, including YouTube activities. Google uses 14-day data for their in-market audiences.
It’s fair to say that Google has one of the best online data than anyone on this planet. Why not use their data to generate new customers for business.
How to set-up in market audiences in Adwords?
1. Set your campaign goal
Once you log in to your Google Adwords account and clicked the Create New Ads button, you will be asked to set-up your goal type.
In this section, you need to know the kind of leads you want to get. Choose from sales, leads, and website traffic.
2. Set your campaign type
In this section, if you are going after the in market audience selection, you can choose one of these three options:
These are the options that work well with in market audience. Once you have selected, notice that the audience section is not opened by default. This is because you need to click the arrow down option to open the selections: Observation and Targeting.
Targeting narrows the reach of your campaign to the selected audiences, with the option to adjust the bids.
Observation does not narrow the reach of your campaign but instead, it adjusts the bids on the selected audiences.
Tip: Google recommends using the ‘observation’ option so make sure you select that box. You’ll find your in market audience Google ads results will be better with observation.
3. Set-up your campaign
In his section, just follow and fill in the information needed such as your campaign name.
For example, under my campaign name section, I’ll name it “In Market, Display, Mobile, US, 80ROAS”. Then I’ll create a different campaign for each device type- mobile, tablet, and desktop.
By using a good naming convention, I can easily manage the performance by just looking at the campaign name without having to dig down into a more granular view. This allows me to see what’s working and what’s not working faster. It can be quite tedious to set up an account this way, but it pays off.
Tip: The easier way to set-up your campaign name is to use the Google Ads bulk campaign editor. It is a good automation tool and makes the setup of an in market audience google ads campaign cleaner and better all around.
4. Set-up ad group
For the ad group, I suggest you do the same thing when it comes to naming your ad group.
Do not combine your in market audience with a keyword. This is another common mistake I see often.
Instead, use in market without keywords and test your different in market audience Adwords ad groups against each other to find the winner.
Tip: If one of your in market audiences is costing all of your ads budget, then I suggest you take it out, create its own campaign, and give it its own budget. This way, your other ad groups that weren’t getting the budget can run properly and helps you easily see your next winning ad group.
The in market audiences opens up an opportunity for you to be in front of decided buyers. These are the buyers who are currently looking for what you offer.
However, to properly utilize this feature, you still need to conduct A/B testing, especially if you are already targeting your market at the bottom of the sales funnel and already generating sales. You need to experiment and test first.
Regardless of any approach, in market audiences still present a great opportunity. Use this guide to test your campaigns and to see if this is something you can apply for your business.