Google recently rolled out a new feature in the Google Display Network in AdWords that can target visitors whose online behaviors indicate that they are in the active-consideration process of making a purchase. This new segment is called “In-Market Buyers” and is located under Interest Categories. Essentially, Google has come up with a way to identify consumers who are ready to make a purchase based on their behaviors, and the In-Market Buyers segment allows advertisers to target these highly qualified consumers directly. Unlike retargeting, the In-Market segment doesn’t require that a user visit an advertiser’s website in order to start receiving display ads from that site. Instead, once a user visits a site and exhibits behavior indicating an intent to purchase, that user can start to see ads from another site that sells similar products. While Google hasn’t officially announced this new behavioral targeting feature, it has been running in beta for a while with reasonable success.
Tamar Dilsizian, Manager of Display Media, says that investing in the In-Market Buyers segment has already garnered positive results for advertisers who are targeting buyers in a particular market. However, she adds that “similar to retargeting, the In-Market segment goes after consumers closer to the end of their decision journey, which may be efficient but not necessarily a high volume opportunity.”
Cassandra Caswell-Stirling, Campaign Manager for Display Media, adds that the In-Market Buyers feature has also “proven a success for B2B advertisers, a commonly tricky segment to capture on the web. Volume is going to be more limited than the more upper funnel targeting options, but if a client is looking for lower funnel users–and who wouldn’t be?)–then In-Market is something to test.”
In-Market Buyers represents another new way to achieve more precise targeting in order to get the right ads to the consumers who are most likely to make a purchase. Evidence of its early success indicates that it will prove useful to a variety of advertisers, and it will be interesting to see what effect it has in the future.