What will your perfect advert look like? If you’re like most marketers, you will target customers who are ready and willing to buy at the moment. Well, that’s the benefit of Google Ads. It helps you target potential customers who are at the end of the buying funnel. And it all boils down to using in-market audiences.
The ideal advert involves tailoring your marketing efforts towards people who are ready to buy at the moment. In this guide, you’ll learn how to supercharge your Google Ads. You also get to know the nitty-gritty of in-market audiences, and how to take advantage of them.
Google’s In-market audience is users that are most likely to make a purchase. Google usually monitors the browsing and online history of its audience. From the data generated, they can easily and accurately predict users who are likely to make a purchase. These users tend to have high commercial intent.
The data is generated from websites that make up the Google Display Network (GDN). Aside from the GDN, data is also generated from other signals. Typically, the user’s interest is gauged from their online behavior and the websites they visit.
From the user’s online history, Google can easily forecast the kind of products they’re interested in. Advertisers can take advantage of this data to target customers who are highly interested in their product offering.
For instance, people who have to crawl web pages about video games and watch gaming content on YouTube will be interested in video games. Such information is used to place users into the relevant in-market audience.
The in-market audience helps you set your campaign into the ‘Target’ or ‘Observation’ mode. If you opt for the ‘Target’ setting, your ad gets triggered when individuals within your in-market segment make search queries using your keywords.
However, if you choose the ‘Observation’ setting, your ads get visible to all searchers. And you’ve got the flexibility of observing your performance within your chosen in-market segment. To observe your performance, you’ve got to navigate to the Audience tab.
To boost the possibility of landing a higher ad position, you’ve got to apply bid adjustments to that specific audience. At the same time, you have to leave the bid consistent for other users.
Before the advent of in-market audiences, interest categories were used for showcasing messages to customers. With interest categories, you get to showcase your products to the right audience. However, you won’t have much information about the phase the customer is in the buying cycle.
Let’s say you’ve got two customer types. The first customer is surfing around the net and exploring the various types of cars. The second customer is researching the different car types. Google can help you differentiate between these two customer types. And the buyer intent is used in determining these differences.
Buyer intent pretty much shows you what the customer is looking for. With Google’s intelligent algorithm, you get to know whether someone is merely checking out the features of a car, or the person wants to buy a car at the moment. Furthermore, Google can tell the difference between a car product page and a car blog. All these minute details help in identifying the user intent.
Here are the metrics used in placing users into related in-market audiences.
Insights obtained from these data help in categorizing users into relevant in-market audiences.
The first step is to sign into your Google Ads account. After that, click on ‘Audiences’. The ‘Audiences’ tab is found on the left-hand sidebar of the menu.
On the main screen, you’ll see a blank table. To create a new audience, click on the ‘+’ sign. The ‘+’ sign is found at the bottom of the table. It’s found next to the ‘AUDIENCES’ tab.
Next, click on the ‘Select an ad group’ button. The button shows you a list where you can choose a campaign and ad group. After that, options for ‘Observation’ and ‘Targeting’ will be displayed on your screen. If you’re unsure of what to use, choose the ‘Observation’ option.
Here’s what the targeting and observation settings look like.
When it comes to your audiences, Google might offer some autosuggestions for you. Click on the ‘Browse’ option and select ‘In-market audiences’.
In-marketing setting.
Let’s say you’re managing a business that sells flowers, you have to choose the ‘Gifts & Occasions’ category. When it comes to the subcategory, choose ‘Flowers’. This way, you get to target people who are looking to send flowers as gifts to their loved ones. Finally, click on save.
If you’re like most business persons, you’d want to attract lots of customers to your business. Well, you can do that via PPC campaigns. However, you need to keep a close eye on relevant metrics — and that’s where PPC Signal comes in.
The PPC Signal helps monitor and analyze relevant metrics from your campaign. This way, you get to identify any anomaly and quickly correct it. You must have thought of manually tracking your campaigns. Well, that’s a valid thought. However, manually tracking your campaign is a tedious task. And if you’re running multiple campaigns from a single account, then you’re in for some hard time.
With the PPC Signal, you get to run multiple campaigns and track all data from your campaigns. The tool is built with artificial intelligence and machine learning. It generates an automated signal to help you monitor your campaigns closely. In the long run, you’d be able to generate more leads from your campaigns.
Let’s say you want to monitor the clicks of your online campaigns. To a large extent, clicks show you whether your customers are attracted to your campaign or not. You can do that using PPC Signal. If you’re generating lots of impressions but no clicks, then it means you’re targeting the wrong audience.
However, if you’re generating impressions and clicks but no conversions, it could mean any of these two things.
To monitor your campaigns, you need to navigate to the PPC Signal dashboard. Select the metrics you want to monitor and an automated signal will be displayed on your screen. This way, you get to identify what’s going on with your campaign.
From the first signal, you get to notice an anomaly. There’s an increase in clicks with no corresponding increase in conversions. To improve your conversions, you have to work on your landing pages and CTAs. You can also click on the explore button to get more insight about your campaign.
There’s the option of representing your data in a tabular form.
The signal helps you make quick decisions. It could also help you save more time and resources in the long run. If you’re generating 180 clicks with 3 conversions, then something is wrong with your campaign. You need to stop wasting your time and resources. After all, few people are interacting with your campaign.
To boost your conversions, you have to consider adding more relevant keywords to your ad copy. You could also try improving your landing page. With the PPC Signal, you get to optimize your campaign in no time.
In-market audiences focus on the temporal behavior of your audience. Affinity, on the other hand, focuses on the general behavior and interest of your audience.
First, you need to click on the ‘Select an ad group’ button. From the list, you get to select a campaign and ad group. There are options for ‘Targeting’ and ‘Observation’. If you’re skeptical of the right option, opt for Observation. Typically, Google may auto-suggest an audience for you. Click on the ‘Browse’ button and select ‘In-market audiences’.
First, in-market audiences boost your reach. It showcases your message to people who are highly interested in it. It’s somewhat different from affinity audiences. With affinity audiences, users are targeted based on their general behavior and interest across the internet.
Here’s how audience targeting works.
Using in-market audiences is a sure way of increasing your brand reach, and boosting your conversions. You also get to generate sales at the same time.
Whether your audience intends to buy, or they’re merely surfing around the web, an in-market audience is a sure way to reach them. Aside from that, it’s a sure way of rekindling your remarketing performance. It will help you generate more potential customers in the long run.
To get started, you’ve got to use tools like PPC Signal. The PPC Signal is a tool that helps you keep a close eye on your campaigns. You get to easily track all relevant metrics from a single account.
Now you know what in-market audiences are, how will you use the technique in supercharging your Google campaigns?
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