In-Market Audience targeting uses signals from visitor browsing behaviour. Once a users’ browsing behaviour for a particular item has exceeded past ‘normal’ levels, the user is deemed to be ‘In Market’ for that item – eg. In Market for Hotels & Accomodation. Once browsing behaviour has returned back below said threshold, the user is no longer ‘In Market’.
Regular In-Market Audiences are pre-defined by Google and cannot be altered.
Custom In-Market Audiences
Custom In-Market Audiences are a relatively new feature where Advertisers can define the subject matter for visitors to be ‘In Market’ for. This can be done by supplying URLs of such items and/or specific keywords related to said items.
- We call this kind of targeting “following the cookie” (In other words, we are targeting the user – no matter which page they are on). When following the cookie, there is no point attempting to improve results by negativing Display placements because it is not the placement we are targeting. Similar to Remarketing, as long as you are targeting the right person, you are not concerned with what website they visit (the clear exception here being Content Exclusions).
- When defining Custom In-Market audiences, supply at least 10 keywords and/or URLs to the Google algorithm so that it is clear about the intention you have behind your targeting. Supplying too few keywords gives too much free license to the Google algorithm to broad match your keywords/URLs to an intention you may not have thought about.
- In-Market and Custom In-Market audiences typically represent the middle of the Display Network funnel