Every marketer wants to know more about their prospects and customers. No matter how much customer feedback, in app data, social listening, search intent data etc. you have, you are always looking for more.
One of the most underrated tools out there (and free!) to learn more about your audience and use in your campaigns is Google In-Market Audiences. Basically, someone qualifies as being “in-market” after they have clicked on
For example, someone would fall in the Event Tickets/Performing Arts Tickets/Broadway & Theater Tickets segment if they had been recently looking for tickets online and/or spending time visiting Broadway.com. What’s amazing with this is that you have a really great signal that someone is looking to buy right now. If you were in the business of selling Broadway or shows to a local musical, this would be a great time to highlight your product via a display ad.
On top of maximizing conversions with display ads, you can also understand at an aggregate level who is visiting your site and performing key actions like filling out forms, visiting key pages and understand how engaged they are. Overall, these In-Market Audiences provide you incredible data to both increase conversions and learn more about your audience.