How to Use In-Market Audiences in Your PPC Campaigns


A lot of marketers are excited to learn about in-market audiences – and for good reason! In-market audiences are a new feature in Google Ads that allow you to target people who are likely to be ready to buy your product or service. They’re a smart way to reach customers who aren’t just looking around on the internet, but actually considering buying what you’re selling.

What is an In Market Audience in PPC campaigns?

An in-market audience is a group of people who have expressed an interest in your product or service. These are people who have already expressed an interest in what you’re selling, so they are more likely to buy from you than someone who hasn’t shown any indication of being interested in what you’re selling.

In-market audiences can be used as part of your bid strategy when creating ads and campaigns on Google Ads (formerly known as Google AdWords).

You can create an audience for any combination of these audiences, and then segment them based on the products they’re interested in. The options are endlessIn-market audiences are built from lists of people who have shown an interest in a particular product or service, such as vehicle owners interested in buying a new car. These lists can be created through Google surveys that ask respondents if they’re planning on buying something within the next 6 months. The resulting list will include the names and contact information of those who responded positively to the question.!

How to Set Up an In-Market Audience

To set up an In-Market Audience, you’ll need to log into your AdWords account and choose the campaign you want to use. Then, select the audience type from the dropdown menu that best suits your needs. Next, choose how big of a target audience size (number of people) you want to serve ads too: small (100k).

You’ll also need to select which segments of these users are most likely going through the buying process based on their search habits or browsing history: brand loyalists; shoppers who have recently purchased similar products; shoppers who have viewed similar products in store but not yet purchased one; new customers who haven’t yet purchased anything online but may be interested in purchasing something soon based on their search history/browsing behavior etc.

Choose whether these targets should see ads only when they’re physically within close proximity (geotargeting) or anywhere across all time zones worldwide (timezone targeting).


Who Should Use In Market Audiences

If you’re a B2B company, In-Market Audiences is a must.  your business sells to consumers, but not businesses (like an ecommerce site), then it’s still worth taking a look at this feature. If you’re selling products to both businesses and consumers, then In-Market Audiences can be especially useful.

In-Market Audiences uses machine learning to identify consumers who are in a buying cycle and likely to buy your product. The audience will include anyone who is researching the products you sell, as well as those who have recently purchased similar items.

In-Market Audiences is useful for B2B companies, but it can be especially useful for B2C companies. If you sell consumer goods, like toilet paper or garbage bags, then In-Market Audiences can help you reach people who are in the market for those items.


How Will I Know if I’m Using an In-Market Audience

When you’re using in-market audiences, you can see if you’re using one by looking at the audience type. If it says “In-Market” or “In-Market Audience” instead of just “Audience,” then that means that you’re targeting people who are already interested in buying your product or service.

You can also use other targeting methods at the same time as In Market Audiences (IMA). For example, if I want to target people who live near my office but aren’t yet ready to buy from me yet, I might use geotargeting along with IMAs so that only those who meet both criteria get served ads from me.


There are many benefits to using in-market audiences in your PPC campaigns

In-market audiences are more likely to convert. They have a higher average order value and they’re more loyal customers. They also spend more money, refer others, and are less likely to churn.

In-market audiences are more likely to convert. They have a higher average order value and they’re more loyal customers. They also spend more money, refer others, and are less likely to churn.



In-market audiences are a great tool for PPC campaigns. They give you access to people who are already interested in your product or service, making it easier for you to reach them and convert them into customers. If you’re not using this type of audience in your campaigns yet, now is the time!

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