In-Market audiences are one of Google’s more recent efforts to help you target customers more likely to buy into your products or services. By delving into its wealth of data, Google is able to narrow down on users who are actively showing an interest in similar brands to your own. Which means you can jump in with your display ads and steal your competitors’ leads – without them even visiting your website.

Sounds pretty good, right? Well, let’s stop talking about it and look at how you can set up in-market audiences from your AdWords account.


Setting up a new ad group with in-market audiences

To set up a new ad group using in-market audiences, click on the Display campaign you want to create your ad group and hit the + AD GROUP button as normal:


Next you’ll be asked to name your ad group, set your Max vCPM bid (cost per thousand impressions) and type in your landing page URL. Once you’re done with that you’ll want to select “Interests & remarketing” from the options below


This will bring up the Interests & remarketing panel where you’ll want to select In-market audiences from the drop-down box (set to affinity audiences by default):


Let’s say you want to target people looking to book a holiday for 2016. Select “Travel” from the list of audiences and this will add it to your in-market audiences list, giving you an estimate of the weekly impressions available for this audience.


You can also view some demographic data by clicking on details, which brings up age, gender and parental data for your in-market audiences.


And that’s it. Once you’re done, all you need to do is click Save & continue and it’s time to create your Display ads as normal. The only difference is you’re creating these ads for audiences that have shown an active interest in what you have to sell – so use that to your full advantage.


Setting up in-market audiences with an existing ad group

If you want to set up in-market audience for an existing ad group, the process is pretty much the same. Select the ad group in question and click the Display Network tab:


Then select Interests & remarketing from the drop-down menu under Targeting:


Next you’ll see the Targeting panel pop up and you’ll want to select In-market audiences form that drop-down menu:


And that’s it. Now you simply select your in-market audiences from the list and follow the same last few steps we showed you above. Done!


So that’s how you set up AdWords in-market audiences and target users who are showing an active interest in buying your products or services. These audiences may have never heard about your brand, never visited your website or come anywhere near your online presence. What you’re doing here is tapping into Google’s data and targeting users, based on their recent browser history. The aim is to pinpoint users who are ready to buy now – including users who may be flirting with your closest rivals.