According to Wordstream and Search Engine Journal, PPC experts are expecting a shift in PPC targeting later this year from keyword targeting to in-market audiences. Although keyword targeting will still be a significant determinant in account performance, experts believe audience-targeting on the search network will be of equal importance for securing high quality scores and results.
What Are In-Market Audiences?
In-Market Audiences have been around for Display campaigns for a while, but just started making an appearance for search campaigns last year. In-Market targeting allows you to find new customers within a specific audience or target specific demographics based on users’ past search and browsing history. These audiences tend to be better qualified compared to general users that your ads would typically appear to on standard search. By targeting specific audiences, you have a better chance of interacting with people who are further down the marketing funnel and closer to making a purchase. This allows you to refine incoming search inquiries and reduce wasted PPC spend on users who are just beginning to research or consider your services or products.
How Does It Work?
Let’s say you’re a realtor and you’re targeting the keyword “houses for sale in Austin Texas”. Your ads are likely being shown to hundreds of people each day. Some people may be just browsing houses leisurely but have no intention of scheduling a showing. By setting an In-Market Audience targeting users interested in real estate, your ads will appear to people who have searched for related queries previously such as “mortgage calculators”, “real estate loan rates”, etc. This additional level of targeting will give your ads an advantage over the traditional keyword targeting strategy.
The initial release of In-Market Audiences for search included over 170 different options to target. Both Google and Bing are expected to continue expanding In-Market Audiences. With any new feature, it’s best to test small changes first before making a large account overhaul. Start by adding an In-Market Audience to an existing campaign with a modest bid adjustment and collect data over the next few weeks. Gradually you can begin testing out multiple audiences and bid adjustments.
