by David Farmer on May 24, 2018

Google has the ability to identify people as In-Market based on a ton of signals.  Now you can target only customers that are in-market and ready to buy in Search.

A challenge for many SEM providers for Car Dealers have been how to identify searchers that are interested in purchasing a vehicle vs. looking for directions to get an oil change appointment.  Where Costs Per Click can be very high for Car Dealers, spending $5, $6 or sometime much more for a customer to get to your website just to get your location can be problematic and provide for a unappealing ROAS. 

In-Market Audiences: Target Prospects Who Are Ready to Buy

Here is how you can use them

In-Market Audience is only available inside of the new user interface by selecting a campaign > audiences > pencil icon.

It is recommended that we use observation so that we do not limit our targeting.

From here, we click the down arrow in the in-market box to give us a list of audiences. By checking the box next to Autos & Vehicles, we can add that audience to the list.

By clicking the down arrow next to Auto & Vehicles, we can get more refine options for our lists.

Once we've added all of the audiences that we would need, click save to add to the campaign.

After saving we can add bid adjustments to each list we've selected.

This can be done at the campaign or the ad group level depending on how granular you'd want to be.