Google has rolled out In-Market Buyers targeting feature for the Google Display Network.
In-Market Buyers is a Category extension in the AdWords Display Network Interests & remarketing Categories and has been designed to target visitors, whose browsing habits suggest that they are in “active-consideration mode” and are likely to make purchase
This enables advertisers to utilize Google’s consumer pattern recognition and target customers, while they are actively browsing products and services, which are related, or similar to their own.
Google claims to have developed a reliable way how to identify people that intend to make a purchase. With In-Market Buyers it is targeting people based on their browsing and on-site behavior patterns. This is Google’s first serious attempt to make ROI a central focus of Google Display Network advertising
Google discovered that people visiting, for example a car site frequently, are probably already owners and are unlikely to purchase a new vehicle. The In-Market Buyer segments target visitors who visit particular sites less frequently, based on the patterns Google has identified
Google’s support page includes the following information about In-Market Buyers targeting:
Google recommends not to add any other additional targeting methods when utilizing In-Market Buyers, since it will limit access to these audiences.
Google also recommends CPA bidding in order to tie this bidding strategy closely to actual sales, enabling effective monitoring and ROI control. CPC bidding is available but not recommended.