With Google’s focus on machine learning we have more ACCURATE audience targeting options than ever before. One of these is your ability to target people who are “in the market searching for your product/service”.
What is ‘In-Market Audiences For Search’?
« An audience of Users that Google has determined are actively researching or considering buying a particular product or service. These audiences focus on getting conversions from people who are most likely to buy RIGHT NOW. »
But how does Google’s machine learning determine the above?
- Collecting search query data
- Analyzing Users’ online activities
- Content of websites they have visited
- Frequency of visits to the same website
- Ads that people click on
- Previous purchases or conversions
Let’s look at two examples to understand how Google Ads categorizes people into in-market audiences.
EXAMPLE #1. A User performs the search “new model corvette”. The next day the same user searches for “compare corvette models”. A week later the User clicks on a Display ad showing some Corvettes for sale.
EXAMPLE #2. In one day a User visits 3 different websites related to beaches in the Caribbean. The following week the same User visits a few websites that sell beach products. 3 days later the User is browsing websites that sell vacations to the Caribbean. The User’s browsing behavior indicates that he/she might want to purchase a Caribbean trip very soon.
Are you looking for another way to lower your cost-per-conversion? Try In-Market Audiences For Search.