Google originally released InMarket Audiences in 2014 for Display and YouTube[1]. A few years later, in 2018, Google released InMarket Audiences for search, and Bing followed suit this summer. So why should marketers care?
InMarket Audiences allow advertisers to find users who are currently searching for products or services similar to yours. The users are identified based on their past search[2] behavior.
Actions that Google and Bing[3] look at to establish past search behavior are clicks and the resulting conversions, as well as the content of the sites and pages that they visit.
These users typically have not been to your site before, making them valuable in helping you achieve your new customer acquisition goals at an efficient CPA or return on ad spend (ROAS[4]).
Google has included over 170 InMarket Audiences and has been adding additional audiences over time. Some industries that are included are: apparel & accessories, auto & vehicles, baby & children’s products, beauty products & services, business services, computers & peripherals, education, employment, travel, software, real estate and sports & fitness.
InMarket Audiences[5] enable advertisers to capture users who are actively researching or planning in different audience segments that Google and Bing have established.
Adding these audiences as bid-only or looking at the audience insights tab allows you to have a better understanding of the consumers interacting with your brand.
Application of InMarket Audiences
InMarket Audience segments can be found by going to Campaigns, then Audiences. You will then select what they are actively researching or planning (in-market); once you click and expand the audiences you will see all of the ones you can apply.
