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Using In Market Audience Targeting

Search Engine Marketing is something almost every organization should use. A key to strong performance is using the tools Google makes available. One of these tools is to set up targeting that reaches in-market audience segments.

In-market audiences are people Google has identified as being ready to buy specific products or services. This is based on their web browsing behaviour. People who are in-market means that they are doing research online before they buy a service or product. They are spending more time than usual  comparing products, prices or services.

According to Google these “audiences are designed for advertisers focused on getting conversions from likely buyers”. Google also states “In-market audiences can help drive remarketing performance and reach consumers close to completing a purchase.”

At Junction Digital we regularly use in-market audiences. For example a travel client is set up to find people who are actively looking for travel related services. These include people looking for a hotel or a travel destination. We want to reach people who enjoy outdoor activities like skiing, camping and hiking so we focus our ads on people looking for sporting goods.

If your Search Engine Marketing isn’t taking advantage of audience targeting then reach out to us at Junction Digital.

What Digital Ad Platform Works Best?

It’s a question we often get from new clients. The answer is of course “It depends”. It really does depend on your immediate and longer term objectives. But the answer can be summed up in two ways.

If you want to reach people who are actively looking for services, products, ideas and offers then you need to be running pay per click search ads. These people are considered “in-market” right now. Any business can benefit from an ongoing PPC program. Think of how people might look online for your product or service. That’s what we do. We develop key words and ads that help you be found by customers as they search. We create dozens of key words and ads to help people find your business.

If you want to reach a wider audience of people then we use the Google Display Network and facebook and Instagram display and video ads. These ads offer multiple ways to target customers and they build your brand image. These ads will reach people who are “in-market” and also a wider audience that are higher up the sales funnel, but are still potential customers. These ads get them engaged with your brand and your website. We recommend that our clients run a blend of both of search and display ads. That way we are working on bringing in new customers right now and building up a base of potential new customers who are just starting their journey towards that next purchase.