Google Quietly Rolls-Out “In-Market Buyers” Targeting To Reach Imminent Purchasers

google-adwords-square-logoThough it hasn’t been officially announced, Google has started rolling out a new targeting feature on the Google Display Network in AdWords called In-Market Buyers. Listed under Interest Categories, the new In-Market Buyers segments are designed to target visitors whose site visitation habits suggest they are in active-consideration mode and want to make a purchase.

Advertisers can target consumers who are further down in the funnel and considering buying a product or service like theirs. David Szetela, Owner & CEO of paid search agency FMB Media, spotted the quiet roll-out in several of his client accounts yesterday and provided the screenshot below. Szetela says he has started an early test using the Boats & Watercraft category of In-Market Buyers for a boat lighting client. “Google says they have figured out how to identify people who want to make a purchase. So it’s targeting people, not sites, based on their site behavior,” said Szetela.

In-Market Buyers Targeting Google AdWords Display Network

Consumers who visit a site too frequently are typically not considered in-market buyers. For example, Google has found that a user who visits an car site frequently may already be an owner and is not likelyconsidering a purchase in the near future. Based on the patterns Google has identified, the In-Market Buyer segments actually target visitors who are frequenting certain sites less frequently.

Google’s support page on Interest Categories has been updated to include information about In-Market Buyers:

  • In-market buyers (available only to campaigns targeting English): Select from these categories to find customers who are researching products and actively considering buying a service or product like those you offer.These categories are designed for advertisers focused on getting conversions from highly qualified customers. “In-market buyers” categories can help drive remarketing performance and reach consumers close to completing a purchase.

Google recommends bidding on these segments can be done on a CPA basis to tie it to actual sales. CPC bidding is also available for advertisers that can’t use bid on a CPA basis. CPC bidding is not recommended. Google also suggests not adding other targeting methods to ad groups set with In-Market Buyers, but instead setting bid adjustments based on demographics or by specific topic. An example given for an automotive advertiser is in the in-market category “Sedans,” to set a bid adjustment for people within that audience who also happen to be browsing pages related to the topic “Autos & Vehicles.”

This is early days, of course, so you may find your own ways of using this new targeting feature. Again, this is still rolling out and hasn’t even been announced officially, so you may not see it in your accounts, yet.

Related Topics: Channel: SEM | Google | Google: AdWords | Top News

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About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • Andrew Bethel

    Very few targeting options for my accounts:

    Autos & Vehicles

    Computers & Peripherals

    Consumer Electronics

    Real Estate

  • BJRCollins

    So basically this is an “I hate Google because I’m not on the first page of results” site?

  • Gregory David Keet

    Hi Ginny, I had a look but it doesn’t seem to show up yet on our side? Perhaps it hasn’t yet been rolled out for South Africa.

  • Irene Yanni

    This seem to be an interesting feature, but I’m wondering does this belong to remarketing? I get that it can support your remarketing plan by building up more audience to your website and then use remarketing to retarget those audience.

    However my question is, does “In-Market Buyers” category works by showing my ads to someone visited my site then visited any of the websites in the display network that falls under the “In-Market Buyers” category? or can it be so? is there a way to make it work like this? (keeping in mind that in my accounts I don’t have interests list under the custom combination option of the remarekting section in AdWords, to be able to apply it from there)

    Any help on this inquiry would be greatly appreciated! Thank you!

  • Ginny Marvin

    Hi Gregory, That is probably likely. I’ll see what I can find out about the extent of the roll-out and update here if I learn anything new.

  • Ginny Marvin

    Hi Gregory, That is probably likely. I’ll see what I can find out about the extent of the roll-out and update here if I learn anything new.

  • Joel McDonald

    Thanks for sharing Ginny! It will be interesting to see how much more competitive bids in this category are compared to the less targeted “audiences” feature, and more importantly – if there is a noticeable difference in cpa.

  • Joel McDonald

    Thanks for sharing Ginny! It will be interesting to see how much more competitive bids in this category are compared to the less targeted “audiences” feature, and more importantly – if there is a noticeable difference in cpa.

  • Ryan Lash

    And where do you think they are getting the data to determine whether a user is “in-market”?

    I can give you a “1st party” hint…

  • Ryan Lash

    And where do you think they are getting the data to determine whether a user is “in-market”?

    I can give you a “1st party” hint…

  • http://tomlambert.com/ Tom Lambert

    This is a good question – one possible answer is they leverage big data in the same way Facebook does with it’s advertising platform. For example Facebook has an entire section in it’s partner targeting categories from Polk that allows you to target people with specific types of cars, people who are in the market for certain cars, people with a lease that’s about to expire, etc.

  • http://www.thesofaandchair.co.uk/ Tom Goodwin

    Lots of activity on the GDN recently as Google look to up their game with Display. Haven’t tested this segment yet, has anyone seen positive results from rolling this out?

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