How In-Market Audiences on Google Adwords Can Improve Your Marketing Budget ROI
In-market audience targeting was available for Google
Adwords users for quite a some time but many people did not harness the maximum
potential of this option due to lack of understanding on how in-market audiences
work.
Let’s take a quick look at how Google’s in-market audiences
feature works. A prospect in an in-market audience for you is someone who is
currently actively search/interacts, researching or comparing the exact types
of products or services you sell. Using in-market audience targeting you can reach
to your potential customers at the right time, when he or she is researching
about products or services that you are selling.
This is somewhat different from affinity targeting. Affinity
audiences consist of people with a strong history of interacting with certain
types of content/products on the internet. As against to this, in-market audiences
focus on people who are currently interested in the types of products you are
selling.
Let’s take an example. Imagine I spend two to three weeks researching
about professional cameras, reading reviews, comparing products and clicking on
ads for cameras. Over this three week’s period my behavior will create a huge
affinity towards cameras and photography and I will be added to the affinity
category “shutterbugs” by Google. Now, think you are Nikon and want to target
your latest camera at me, through affinity targeting. Eventually you will
target me based on three weeks old data, by which time I have already purchased
my Cannon camera. Being the marketer for Nikon, you have spent your ad money on
targeting a person who already converted to Cannon.
Compared to this, if you use in-market audience targeting
you will reach with your messages to the people who are currently having a
purchase intention for buying a camera. This method will help you to further
fine tune your targeting and hence increasing your media budget ROI.
Here’s a small video clip from Google team, explaining
In-Market Audiences in plain English.
If you are Sri Lankan and have no clue about what I’m
talking about; affinity targeting and in-market targeting are the latest
additions to Google Display Network’s targeting efficiency. Google Display
Network already was a thousand times efficient method of reaching the right audience
at the right time compared to a typical TV advertising schedule for your brand,
and now with affinity targeting and in-market audiences, the efficiency has
been further fine-tuned.
And yes, these are already available for anyone who wants to
try this in Sri Lanka J
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