Find In-Market Audiences for Your Search Campaigns using Google Analytics and Avoid Blind Guesses

What is in-market Audiences?

In-market audiences are available in Google Ads and Google analytics. In Google Ads, you can create campaigns by targeting in-market audiences while in Google Analytics, you can see the performance.

As per the Google’s explanation for in-market segments, “In-market audiences is a way to connect with consumers who are actively researching or comparing products and services across Google Display Network publisher and partner sites and YouTube.

How important it is for Search Campaigns

Earlier search campaigns are primarily based on keywords, but now you can add audiences to observe performance or narrow down your targeting. The best option is that you can add multiple audiences and observe the performance and optimize accordingly without tweaking the targeting.

Based on Google’s guide, below are the audiences you can add to search campaigns:

  • In-market: What they are actively researching or planning
  • Remarketing: How they have interacted with your business
  • Customer match: What you know about your customers’ activities
  • Similar audiences: New users with similar interests to your site visitors

In-market audience is one type of audiences you can add to your campaigns. Adding in-market audiences to your campaign has two benefits:

1. Monitor performance and adjust bids

You can check the performance for each audience and adjust the bids accordingly. For the campaign given below, the in-market audience is working with a lower CPA so that bid was increased by 15%. Similarly, you can reduce the bids if the audience is not converting.

2. Learn about your customer

Identifying audiences with high or low conversion rate, so that you will have more understanding about your customer. A common example in electronic eCommerce is that people who are looking to buy vehicles have higher order values probably because their spending power is high. One of our customers, site average conversion rate for higher order value products (>$150) is 0.2%, but it increases to 0.35% for auto buyer in-market audience “Autos & Vehicles/Motor Vehicles/Motor Vehicles (Used)”

How to Identify in-market Audiences

There are few ways to identify in-market segments for your search campaigns:

  1. Common sense — Based on your products and services, pick suitable in-market segments from the list Google has.
  2. Persona/intent research and map with Google in-market audiences — Do proper research to identify persona and intent, then match with the in-market audiences list. Read more about creating a persona here.
  3. Recommended by Google Ads — If you go to campaign > audiences, you will see a tab with ideas as below.

Identify top converting in-market audiences with Google Analytics

Google Analytics is a good place to find your audiences with data.

  1. Open the in-market audiences report under in-market audiences.
  2. Add an advanced segment to filter the campaigns where you want to see the performance.

3. Next, add an advance filter to show audiences above 10 conversions to make sure your findings are meaningful.

4. Sort the available report with the conversion rate to find in-market audiences with higher conversion rate.

Now you have the list of in-market audiences with higher conversion rate. Site average is 2.8%, and top in-market segment shows a 6.12% conversion rate. Start adding audiences to your search campaign and expand and optimize campaign performance.

5. As the final step, add few more audience based on other KPIs. you can add in-market audiences which provide the highest number of conversions. You can simply pull this report by sorting the report by conversion column. The conversion rate may be low, but you are adding it as an observation so that you can monitor performance. Also add top in-market segments based on avg. session duration and sessions.

Additionally, you can use top in-market audiences in Google display campaigns.

  • Launch new display campaigns targeting top converting in-market segments
  • Add top audiences as observations to current display and re-marketing campaigns
  • Create re-marketing audiences using Google Analytics and use with display campaigns

Audience targeting showed positive results and the below screenshot shows the conversion rate. Each audience shows higher conversion rate while the site average conversion rate is 6.03%.

Hope you can do a meaning analysis and optimize using Google Analytics. Share your thoughts and results with us.