Every business is on a mission to find their “people.”
You know the kind. These are the people who are on the same wavelength. They’re the people who understand your product, service, and brand. They want and need what you have to offer.
Simply put, those “people” are your ideal customers. They just get it.
But in the crowded world known as the Internet, it can be hard to find them. Even worse, they might not know you exist.
Here’s the lowdown on in-market audiences for search, how it works, and why it’s a business owner’s best friend.
Let’s recap in-market audiences first.
By now, you probably know a thing or two about Google Ads display ads. These ads are displayed on web pages and apps. In a display ad campaign, advertisers can use in-market audience targeting to reach a certain group of people.
It focuses on users who are looking for similar products and services. Google, after all, can analyze behavioral data and identify a person’s interests. It’s the epitome of a robotic smarty pants.
Ultimately, with display ads, in-market audience targeting ensures that ads are served to the right folks.
But when it comes to search, the technique takes things up a notch.
So, what is in-market audience for search?
The search results page is a like a land of opportunity.
Remember, when a person is “in the market” for a product or service, they don’t know where to look just yet. That’s why they use specific words and phrases to check out their options. In turn, they end up on a search results page.
This is where the magic happens. Here, a user can either click a link or keep on looking. It’s a crucial few seconds, to say the least.
This is also where segmenting by in-market audiences makes a difference. Because it targets a specific group, your ad will be more likely to show up while they are actively looking.
It’s part of pay-per-click advertising, or PPC advertising. Since the ads are paid for, they’ll show up higher than organic search results. Most importantly, it will show up at the right place at the right time.
How does it work?
In-market audience for search is like in-market audience for display ads. Google keeps tabs (pun intended) on user behavior, how often they visit websites, and the exact content of those sites.
It also recognizes when a customer is actively looking for something; in-market ads are designed to show up at this exact point. Score.
The tool is a gamechanger for advertisers like yourself.
Let’s say you make and sell hair accessories. You’ve also noticed that plaid patterns are popular in the fall. Before summer ends, you can list plaid hair accessories in preparation.
You can also do all the keyword research in the world, but without in-market audience targeting, your ads won’t show up to other people looking for similar items.
And why wouldn’t you want to reach them, too?
By segmenting your ads by in-market audience, you can find users while they’re actively looking. It helps you find people who have super specific interests, like parents shopping for back-to-school accessories or people who love plaid shirts.
Basically, all of this means that you don’t have to rely on just keywords.
It’s another way to find your “people,” and ultimately, loyal customers.
Solutions 8 knows the ins and outs of in-market audiences.
Successful audience targeting takes hard work.
It doesn’t even cover the art of writing copy, optimizing landing pages, and – oh yeah – running a business.
Luckily, Solutions 8 is ready to lend a hand. Our experienced team will create a marketing plan that focuses on your company’s goals. We’ll also help the perfect audience find you and your awesome offerings.