Search Engine Marketing is something every organization should be able to use. A key to strong performance is using the tools Google makes available such as its in-market audience segments.
These are audiences Google has identified as being in-market for specific products or services based on web browsing behaviour. Customers who are in the market, means that they’re researching products and are actively considering buying a service or product.
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 actively use in-market audiences for our Search Engine Marketing. For example a travel client is set up to find consumers who are actively looking for specific travel related services. These include the type of destination, the type of accommodation and the type of travel they are shopping for or researching online. In addition we look at related categories. Our client offers travel opportunities related to outdoor activities like skiing, hiking and swimming so we also focus our ads on people looking for sporting goods and recreational equipment. We explore all the avenues available to help our clients get the best return for the marketing.