Leveraging In-Market Audiences For Paid Search

Posted at Jul 16, 2018 3:00:00 PM by Jordan Kremer | Share

In-Market Paid Search Segments

Paid Search has come a long way since the basic keyword match. Advertisers now have a full toolbox of targeting features that seem to be launching at an increased rate. With the new Google Ads roll out, Google is likely putting the petal to the metal to compete with other media placements like the Facebook Marketplace.

From RLSA ads to similar audiences, search engine paid strategies are getting more sophisticated and targeted. That trend has recently held true this year with a new feature becoming available in Google and Bing Ads. In-Market audiences were previously teased in 2017 but are now a targeting option to all advertisers utilizing paid search ads.


What Are In-Market Search Audiences?

Similar to the Google Display Network targeting, In-Market audiences for search are groups of individuals likely to purchase a product or service you offer. These users are pooled by recent and past browsing behaviors that match those who are likely to purchase within an upcoming time period. Bid modifications and specific targeting of these groups are available in the Google Ads observations tab under audiences and in Bing under the audiences tab. Although you are not able to dictate the audience search history to target, Bing and Google are constantly adding more segments too get as targeted as can be.


How to Choose The Right In-Market Audiences

With this powerful targeting update, it can be tempting to jump right in and add anyone who could potentially be searching for your product and services. Over 170 unique in-market audiences are available in the ads consoles from autos & vehicles to dating services. However, before adding audiences, we should dig into which audiences might be the best fit. Thankfully, this correlation is a seamless as any before. The Google Ads & Analytics teams met up to provide insight and consistency in the audiences across both platforms. Under the audience & interests tab in Google Analytics, there is now a specific in-market audience view that speaks to these segments. In order to see these audiences, you will need to have your demographic and interest reports activated in Google analytics. Once activated, we would start with locating audiences that are performing well on the site as easy additions to your campaigns. Additionally, we would look for audiences that may be under performing. These can either be negatively bid matched or used to reevaluate searchers intent.


Best Uses For In-Market Audiences For Search

Once identifying the audience segments you would like to target, it’s time to test. Typically, these audience segments are treated similarly to RLSA targeting options. Testing audience segments with bid adjustments on your campaigns is likely the safest way to track performance. At a minimum, we would suggest testing these in-market audiences for a full week. However, when layered on with demographic and Geo targeting, CPC’s may jump a bit hire than expected, so be sure to pace your testing.


Optimizing paid search campaigns is a continual process of testing and review. The recent addition of in-market audiences is no different. Early reports have shown these segments can provide a lift in performance and has been proven to increase CTR’s tremendously. Get started with over 170 in-market audience segments to get even more targeted than before. For more information or an account review, contact THAT Agency.


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Tags: PPC, Google AdWords

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