In Market Audiences – Advertising for People Ready to Purchase

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The goal of every online advertiser or SEM Service Provider is to provide a perfectly targeted message to a prospect just as they are about to take action. Google argues that in-market audiences, which they released in beta last November, can get advertisers closer to this goal than ever before.

Advertising effectively means personalising your advertising to a person’s location in the conversion funnel, and leveraging in-market audiences is the first step before conducting comparative searches.

Reach out to potential clients while they are actively exploring, studying, or comparing the service or product categories you sell. 

What Are In-Market Audiences

Advertisers can use in-market audiences to target customers who are further down the sales funnel and ready to make a purchase. 

In-market audiences are internet user segments that are classified based on their demonstrated in-market behaviour and buy intent across Google platforms.

Through Google platforms, adverts are sent to people who are actively exploring or comparing products and services.

Benefits of In-Market Audiences 

You might be asking what good in-market audiences brings your brand’s advertising campaign. These may not be much, but the following points are the crucial factors that you will need to stay on the course. 

Extend Your Ads Reach

In-market Audience audiences are more likely to convert, which can help drive higher click-through rates and conversion ratios. 

Why? This audience targeting strategy puts your message directly in front of those who are most eager about what you have to offer. 

People will no longer have to stress themselves to look for you if you are within their reach already. 

In-market audience campaigning can also be used in conjunction with other audience targeting solutions such as Remarketing in Paid Search and Custom Audiences.

Bring Your Ads to Most Potential Buyers or Users

Since this ad targeting is meant for eager people who want to avail of your products or looking for similar services online, there is a big chance that you will capture legit buyers. 

It will make your campaign attractive to those who are searching for similar products as it will give them a sense that you tailored your ads for them; thus, setting a positive impression on your target market. 

Increase Your Sales Immediately 

Extending your ad reach and attracting potential buyers leads you to a favourable sale revenue. 

In-marketing audience ad targeting is all about timing – being at the right place at the right time. You are focusing more on people that are ready to buy NOW, so you have high chances of converting them into buying patrons and loyal customers. 

How do In-Market Audiences Work?

Advertisers had to rely on interest categories to get their messages across to their prospective clients before the advent of in-market audiences.

Although interest groups were useful in determining the right type of prospect to show advertisements to, they did not offer organisations information about where a client was in the purchasing cycle.

Google has developed its technology for collecting data and determining purchasing intent in real-time.

Several variables are considered to assess whether or not someone is “interested in purchasing,” including:

  • The subject matter/content of specific pages they visit
  • How frequently do people visit such pages
  • Any conversions that occurred during those visits
  • Clicks on any relevant advertisements or accounts

Google can predict which consumers are most inclined to your products or services based on these data points but is not solely limited to it. 

Bidding Options for In-Market Audiences

Google provides a variety of in-market bidding methods, including manual and automatic bidding.

CPA Bidding 

It sets an appropriate bid for your ad each time it is eligible to appear by using past data about your promotion and contextual indicators present at auction time.


Target CPA Bidding is defined as a Smart Bidding strategy that sets bids for you to get as many conversions (customer actions) as possible. 

When you create the Target CPA (target cost-per-action) bid strategy, you set an average cost you’d like to pay for each conversion. When a customer does a Google search that fits your product or service, Google Ads uses your Target CPA to set a bid based on the auction’s likelihood to convert.

Why Is It Suitable for In-Market Audiences?

When leveraging in-market audiences, Google suggests that organisations use CPA bidding. The reason for this is straightforward: it enables businesses to control and evaluate their ROI when targeting in-market audiences.

CPC Bidding

In CPC bidding campaigns, you establish a maximum cost-per-click bid – or simply “max. CPC” – which is the most you’re willing to spend for a click on your ad (unless you’re utilising bid adjustments or Enhanced CPC).


The cost per click (CPC) of an advertisement is a statistic that applies to all forms of adverts, including text, graphics, and videos. 

It also applies to ads that show on search engine results pages, display ads, and ads that appear on social media.

Why Is It Suitable for In-Market Audiences?

Manual Cost-Per-Click (CPC) bidding allows you to establish a maximum price for someone clicking on your adverts. 

This bidding strategy can provide good value because you only pay the maximum amount of what you can afford.

How to Use In-Market Audiences

Google suggest these steps on how to target in-market audiences:

  1. Start by opening the tools & settings, then navigate to Audience Manager.
  1. In the Combined Segment tab, click create, pick & choose which in-market segments you would like to use
  1. Once you’ve selected the lists you want to target, click Create.
  2. When you are creating your campaign, you can choose this audience that you have set before as your target audience

Optimising In-Market Audiences to Boost Sales

  1. Make use of CPA bidding.

Bidding on cost per thousand impressions (CPM) is appropriate for targeting potential consumers at the top of the sales funnel.

However, as you approach the bottom of the funnel, your bidding strategy should get more refined.

Try cost per acquisition (CPA) bidding for in-market audiences. The main purpose of CPA bidding is to optimise sales by acquiring as many conversions as possible from your ad. 

In-market audiences have strong buy intent, you should experiment with a CPA bidding strategy.

  1. Using Layer Targeting

Although Google’s machine intelligence is great, no one knows your clients better than you.

Improve your in-market audiences even more by incorporating numerous layers of hyper-focused demographic and geographic targeting.

Combining all of your data about your ideal customer persona (ICP) with Google’s AI, you’ll get the best of both worlds.

  1. Don’t Underestimate your Rivals.

In-market audiences have been around for a long, which means the word has spread and you won’t be the only one taking advantage.

Expect intense competition, especially since establishing in-market audiences relies on locating people who have previously expressed interest in your competitors.

In highly competitive markets, your ad spending may increase. As competition increases, so will your costs. When implementing in-market audiences, ensure you’re ready to throw your hat in the ring.

  1. Make an irresistible offer to your audience.

Choosing the ideal in-market audience will not guarantee success.

First and foremost, you want a high-quality product. Ideally, one that virtually sells itself.

Other than that, you should have excellent messaging. That’s not good messaging. Not very effective messaging. OUTSTANDING message. People are compelled to click on messages that are so enticing.

Concentrate on the source of the problem and provide a firm solution.

Remember that your competitors are also in this landscape, so show what sets you unique.

Last but not least, optimise your landing page for conversion. Your offer is more than a single headline or call-to-action.

It is the whole ad campaign experience. Every step of the way, develop an experience that capitalises on your audience’s purchasing intent.

  1. Never Give Up Monitoring your Campaign Performance

In-market audiences are already extremely powerful. However, there is always a potential for improvement.

Don’t get upset if you target an in-market audience and don’t see fast results. There is still benefit in examining performance, whether it is excellent or bad.

Begin by checking your Quality Score to ensure that your ad is visible. Then investigate CTR. If your click-through rate is low, you might consider improving your ad copy or A/B testing different in-market groups against one another.

Final Thoughts

Today, digital business is rapidly gaining traction, particularly as the global pandemic drives more companies and marketing operations online.

In the virtual world, it is about each company making the most interested audience the focal point of its efforts. 

Audience targeting has become a popular strategy for improving company marketing campaigns. It means that if you dont take digital marketing strategies by heart, you will get lost in space. 

We understand that audience targeting is not everyone’s cup of tea. Nobody likes arduous processes that dont get fast results in the end, but keep in mind that everything digital is a step-by-step procedure. 

Half-hearted work reveals poor outcomes. Never compromise your branding, audience targeting, and digital marketing strategies. 

We are here. Roots Digital’s SEM services are your go-to digital marketing toolkit in all of these pain points you are experiencing with your brand. 

You may book your appointment with us and speak to our Digital strategist to discuss your ads campaign today. 


What is the difference between affinity and in-market audience?

Affinity Audiences are people who have a general, long-standing interest that is tied with a specific Affinity Segment.

This targeting strategy offers a more long-term approach to audience creation. Rather than focusing on single purchase intent, such as In-market, Affinity targeting examines a person’s whole interests, passions, and lifestyle to gain a deeper understanding of their overall identity.

While In-market audiences are potential clients who are actively investigating or looking to buy products and services are targeted by in-market audiences. It allows you to target potential consumers who are more likely to convert.

Or in-market audience targeting is a preferable alternative if you want to take a more tailored strategy, and contact consumers with buy intent.
Affinity audience targeting is the way to go if you want to increase brand awareness and attract people who are passionate about your industry.

What are the benefits of using in-market audiences?

1. Extend Your Ads Reach
2. Bring Your Ads to Most Potential Buyers or Users
3. Increase Your Sales Immediately

How does Google create in-market audiences?

1. Start by opening the tools & settings, then navigate to Audience Manager.
2. In the Combined Segment tab, click create, pick & choose which in-market segments you would like to use.
3. Once you’ve selected the lists you want to target, click Create.
4. When you are creating your campaign, you can choose this audience that you have set before as your target audience.

What is the in-market audience in Google Analytics?

Audiences in Analytics are groups of users based on any combination of attributes relevant to your organisation.

Once you’ve determined your target audience, as Google suggest, you can:

– Activate that audience on platforms like Google Ads and Display & Video 360 so you can target them with your marketing efforts.
– Use the audience to investigate their behaviour in response to your marketing in your Analytics reports. The audience dimension can also be used as a supplementary dimension in reports as well as a dimension in segments, custom reports, and custom funnels with observation settings.

About Roots Digital 

Roots Digital is an award-winning digital marketing agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation. We are a Google and Meta Business certified partner working to deliver the best-in-class digital marketing campaigns from large enterprises and SMEs to growing start-ups.

Some of our core digital marketing services include SEO services, SEM services, PPC services, Google Analytics Services and more.

Feel free to reach out if you’re interested in working with us. Connect with us via our service enquiry form. You may schedule a call for more information and to know more about our digital marketing services.

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Ian Ong
Ian Ong
Marketing Director @ Roots Digital, a digital marketing agency in Singapore. Aka the guy responsible for growing the digital marketing agency.
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