If you are looking to find customers who are likely to be buying a product or service that you sell, you may want to consider custom in-market audiences. Businesses that are trying to get conversions from likely customers can really use these to help find out who these people are and target them for their own brand. If you want a more detailed version of this article, then this video allows you to get that.

Who Is It Helpful To?

If you are an advertiser and you’re looking to raise awareness among a certain group of people, this is where an in-market audience comes in. If you’re trying to push a certain type of good or service to people who are in the market for this kind of thing, then this is going to be important for you. 

Google knows when someone is looking for a specific product, and if you’re a business who is selling this, then your ads will appear in front of these people. An in-market audience is the next best thing to your e-marketing list. As such, if you don’t have an extensive e-marketing list, then this is going to be a huge help to you. 


You will be able to reach potential customers when they are actively looking for a product or service. You can also reach people who are likely to purchase the product or service that you’re selling if you make the right kind of offer. You will also notice that in-market audiences are great for remarketing purposes as it will help drive performance in this area. You will then be reaching people who are close to making a purchase so that they make the right choice and buy from your business. 

Mid-Funnel Marketing

This is an important thing for you to know about because it considers the people who are looking for the product that you sell. It might be the case that someone has never considered buying from your brand, even though they are highly likely to purchase the product that you are selling. Mid-funnel marketing allows you to get your message in front of these people so that your brand can be considered. In-market audiences are counted under mid-funnel marketing.

How Custom Audiences Work

Custom audiences choose the audience that will best fit the needs of your campaign. By looking at the campaign goals that you have set out and the bidding strategy you have chosen, the system will then start working to find the audience that is focused on either reach, consideration or performance. It is the opposite of an affinity audience who are longer-term than an in-market one. In-market is more likely to buy in the near future, depending on the variables that are present at the time.

Audience Targeting

Audiences are a group of people that have been identified by Google as people who have specific interests, intents or demographic information. There is a wide range of categories for you to choose from when you are going to be adding an audience to a campaign. Google Ads will then work to show people who are likely in the categories that you have selected so that you have the best chance of selling your product.

Make sure that you select the right audience from the list of categories in order to get the best results from this.

Ad Groups

You want to try and keep your in-market audiences minimal in the ad groups. You don’t want to have too many because you won’t be able to tell what ads are working and which ones who aren’t. The best thing that you can do for your business is to have a range of smaller groups, rather than one big one. Ensure that you are considering all the different elements of an ad group to make it as good as it can possibly be.

Custom Audience Inputs

There are three things that you are going to be able to reach people based on. These are as follows: people who browse websites similar to interests or behaviours and people who use apps similar to. You can use these things to find the in-market audience that you are looking for. For example, when it comes to people who use similar apps, all you have to do is enter the names of the apps that you think your ideal customer would use. Then, your ad may appear on the app, reaching this specific audience.

Learn more about in-market audiences to make your business more visible online. Knowledge is power, and the more that you have, the better that your business will be able to do.

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About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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