The time when you as a PPC specialist only had to do with keywords in search campaigns to reach your target audience is fortunately far behind us. Today, Google Ads offers you a range of possibilities to reach your target audience.
Remarketing lists (RSLA), similar audiences, customer match and targeting on various demographic characteristics: it is all possible. A new feature has recently been added: in-market audiences for search campaigns. In-market audiences themselves are not new, you have been able to use in-market audiences in your display and video advertisements for some time now .
What are in-market target groups?
People often search online with the intention of germany telegram data buying something. With in-market audiences, you can reach people who are actively searching for the products or services you offer. Google uses the vast amount of search queries and data related to website behavior to analyze the purchase intent of users. In-market audiences use machine learning to better understand purchase intent.
Let’s say you advertise on the keyword “washing machines.” Your ads are shown to thousands of people searching for washing machines. Not all of these people are planning to buy a washing machine today. However, some of them have already done some online research in the past few weeks; for example, they searched for washing machine reviews and clicked on washing machine-related ads.
However, the search query of these people is not always different from that of people who are still at the beginning of the customer journey . Because Google sees the search and browsing history, it can distinguish between users with and without purchase intention and then classify them in the in-market target group for washing machines or not.