Delivering the right message at the right time is a main component when it comes to digital advertising, Google In-Market Audience will help you achieve this by delivering to users who are most interested in what you can offer them.
Overview
The Google In-Market Audience is available through the Google Display Network, YouTube, and soon the Google Search Network. They can currently be implemented in YouTube ads and display ads, but not yet in search ads.
Let’s say you own a business that sells bags. We can use the Google Display Network to find users “in the market” in the “Clothing & Accessories” category who are considering purchasing a handbag. The Google Display Network can take into account a user’s clicks and conversions on related handbag or wallet ads, the content or products they saw on competitors’ websites, and how often they visit those pages. .
Audience categories in the market
We can select from these audiences to find users who are “in the market”, which means they are researching and considering purchasing products and services similar to yours. These audiences are specifically designed to help you get conversions from potential buyers. Google In-Market Audience partners with remarketing performance to reach users who are close to completing a purchase
The Google Display Network can also connect with users searching for relevant blogs, reviews, and price comparisons for similar portfolio products. Next, I leave you a personalized list of users who are most suitable for your product. As users compare different bag products, this tool can actively display your ad the moment they make their purchase to persuade them to choose you over a competitor.
Main categories | Subcategories |
Clothes and accessories | SportswearCostumes Formal wear Handbags Jewelry and watches Lingerie Luggage Mens clothing Street clothes Shoes Swimsuits Wallets, briefcases and leather goods Women’s Clothing |
Cars and Vehicles | Auto parts and accessoriesAutomotive repair and maintenance Motor vehicles Vehicles (other) |
Products for babies and children | Clothes for babies and childrenChild seats Childcare and education Diapers and baby hygiene products Infant and Toddler Feeding Strollers and baby carriages Toys and games |
Beauty products and services | Bath and body productsHair care products Makeup and cosmetics Perfumes and fragrances skin care products Spas and beauty services Tanning and sun protection products |
Business services | Advertising and marketing servicesBusiness financial services Printing and document services for businesses Business technology Corporate event planning Office supplies Payment processing and business services Payroll services Staffing and recruitment services |
Computers and peripherals | Computer Components and AccessoriesComputers Printers, scanners and faxes |
Consumer electronics | AudioCamcorders Cameras Game consoles Home theater systems Mobile phones Televisions |
Dating services | |
Education | Study of foreign languagePost secondary education Elementary and secondary schools (K-12) Study abroad programs Exam preparation and tutoring |
job | Accounting and finance jobsProfessional consulting services Administrative and administrative work Education jobs Executive and managerial jobs Government and public sector jobs Health and medical jobs IT and technical works Internships Legal Jobs Resumes and portfolios Retail jobs Sales and Marketing Jobs Temporary and seasonal jobs |
Event tickets | Concert and music ticketsPerforming arts tickets Sports tickets |
Financial services | Banking servicesCredit and loans Financial planning insurance Investment services Tax services |
Gifts and occasions | flowersGift baskets Holiday and seasonal items Party supplies and planning Custom gifts Photo and video services Wedding planning |
Home & Garden | Home and garden servicesHome appliances Home decor Home furnishing Home improvement Home security Outdoor items |
Real estate | Commercial propertiesMoving and relocation Residential properties |
software | Antivirus and security softwareAudio and music software Business and productivity software Design software Tax and accounting software Video software |
Sports and Fitness | Fitness products and servicesOutdoor Recreational Equipment Sports articles |
Telecom | Cable and satellite TV providersinternet service providers Mobile phone service providers |
Travels | Air travelTravel by bus and train Car rental Cruise ships Hotels and accommodation Travel by destination |
Many companies are testing Google In-Market to help them target the right users. Most companies find that this tool increases brand branding and helps increase website visits, but does not increase conversion rates. However, when they combine in-market audiences with display remarketing campaigns, many companies see higher conversion rates.
Google Best Practices
Use Google In-Market to acquire new customers mid-funnel. You can drive more qualified traffic to your site when it reaches people who are actively researching or intending to buy what you offer.
You should layer the market at the top of your remarketing lists to increase reach and stay relevant.
You should avoid using other targeting methods with in-market audiences in the same ad group, as it will further narrow your audience and reach even fewer users.
If you’re focused on direct response, use cost-per-acquisition (CPA) bidding to effectively monitor and control ROI.
You can also use cost-per-click (CPC) bidding, but Google strongly recommends using CPM (cost per thousand impressions) bidding with Google In-Market.
This tool allows you to narrow your audience to target users who are actually looking to buy your product instead of reaching large numbers of users who are not interested.
This will result in an increase in traffic, brand awareness and clicks. Many companies can use this tool to complement their social media marketing strategy, one of the many services thatCa Design Studiocan help you with. Get in touch withCa Design Studiotoday to discuss your business opportunities.
