Google Premier Partner
Meta Business PartnerWhat are in-market audiences?
In-market audiences are segments in Google Ads of people who, according to Google, are actively researching or comparing options for a purchase in a certain product category. They are based on factors such as recent behavior. You use them to reach people who are closer to a decision than affinity audiences.
Why are in-market audiences important?
- Closer to purchase: buying intent is generally higher than with broad interests.
- Usable on Search: you add them as observation or as targeting.
- Better steering: you see which categories perform well and adjust your bid or approach.
Examples of in-market audiences
- A sporting goods store targets people who are actively comparing running shoes.
- A B2B software company targets people who are comparing business software.
- A car dealer targets people who are considering a car.
How do you use in-market audiences?
Find the category that fits your product and add it on Search as observation. Once you have enough conversions, check whether the audience performs better, then adjust your bid or switch to targeting. Combine them with your own data in your Google Ads campaigns.