Okay, so we’re back again with another quick tip to point you in the right direction of better AdWords performance in one short read. And today’s topic is something called in-market audiences, a relatively new AdWords feature that helps you target users who have already shown an interest in your products or services.


What are in-market audiences and how do they work?

AdWords in-market audiences break beyond the basic demographics of location, gender and other generic info. Demographics are great for things like location targeting, but not everyone in the areas you want to target will be interested in your brand.

In-market audiences delve into Google’s wealth of data to help you narrow down on users who show an active interest in your products, services or similar brands. Now you can target these users with your Display ads, without them ever visiting your website, and beat the competition to doing business with them.


What kind of audiences can I target?

With AdWords in-market audiences you can target users who are actively researching and comparing products across the web. The available markets are:

  • Apparel and Accessories
  • Autos & Vehicles
  • Baby & Children’s Products
  • Beauty Products & Services*
  • Business Services*
  • Computers & Peripherals
  • Consumer Electronics
  • Consumer Software
  • Dating Services*
  • Education
  • Employment
  • Financial Services
  • Gifts & Occasions
  • Home & Garden
  • Real Estate
  • Sports & Fitness*
  • Telecom
  • Travel

*in beta


Selecting one of these audiences means you can target users who are searching for products in that niche now. Which means people who aren’t yet looking to buy won’t see your ads, but when they are, you’ll be there in full view.


Do in-market audiences really work?

Using in-market audiences alone won’t revolutionise your PPC campaigns, but they do give you a powerful new tool to narrow down on a niche audience. That always gives you a new advantage, as long as you know how to make the most of it. The truth is in-market audiences will work better for some than others – eCommerce, SaaS and travel firms, for example.

What we do recommend, though, is you take a closer look at in-market audiences, custom affinity audiences and all the latest targeting methods to see how they work for you. Google has a real task on its hands right now, trying to keep ahead of Facebook in the online ad space and better targeting features is a top priority, which is good news for advertisers.


Want to give in-market audiences a try? Check out our guide to setting up AdWords in-market audiences  or get in touch for info on what they can do for you.