How to Show Ads Based on User Behaviour – Rapid Immersion #11

Hi and welcome to Rapid Immersion, where we discuss questions and topic areas within your digital marketing ecosystem. This week: How to show ads based on user behaviour.

To start us off here, let’s imagine that you’re an advertiser who is running campaigns for Search and Remarketing using Google AdWords. Your search campaigns are performing well and your coverage is excellent: all the converting terms you’d like to show up for, you do.

And on the remarketing side, your campaigns are doing a fine job of keeping your brand in front of visitors who have previously been to your site by serving these users ads as they browse content online.

So you’re looking at results and thinking, OK, this is working. What more can be done? What other opportunities do I have?

Well, now sounds like a good time to further explore Display, outside of remarketing, so reaching people who may not have been to your website yet but may be interested in your ad. And one way to do this is with In-Market audience targeting.

What is In-Market Audience targeting?

In-Market audience targeting is a setting that allows you to serve an ad to someone who’s exhibiting particular behaviours that signal they are ‘in market’.

According to Google, ‘To qualify someone as being in-market for a specific product or service, Google takes into account clicks on related ads and subsequent conversions, along with the content of the sites and pages they visit and the recency and frequency of the visits.’ In-Market audiences are people who are temporarily interested in a topic, which are made available for you to target as an advertiser.

Now, the thinking here is that if someone is in-market for a particular product or service, they’re going to more receptive to relevant ads – a win for users.

For Google AdWords management professionals, this is another feature of the AdWords platform designed to help get the right people to see your ads at the right time while filtering out those who are much less likely to be interested.

Two things to keep in mind with In-Market audiences:

  1. People are constantly entering into, and exiting out of, audiences. So new users will be joining and old users will be leaving, based on their behaviours.
  2. Additional targeting layers can and should be applied, for example, demographic info.

So where might In-Market audience targeting be a good fit?

Well, let’s look at a few examples:

  • Imagine that your company provides home loans. You can create a campaign that targets men and women who are 35 and older, who live in Sydney and are in the In-Market audience ‘Home Purchase Loans’
  • Or perhaps you are a retailer of young women’s clothing and have a new summer range coming out. You can target ladies between the ages of 18 and 34 across Australia who are in the ‘Women’s Clothing’ audience.
  • Or lastly, perhaps you work at a law firm that specialises in Elder Law with offices in Victoria. You’re able to target people aged 55 and above who are parents, are located in your state and who are in the In-market audience ‘Estate Planning’.

And there are many more available audiences to choose from, with more being added all the time.

To wrap-up here, if In-Market audiences are something that you would like to explore,
you’ll find the settings to do so in the Display Network tab of your AdWords account. And if you’d like some further reading, you’ll also find a more info about In-market audiences from Google.

Thanks for your time and have a great day.

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