Google Rolling Out In-Market Audiences for Paid Search
Harmelin Digital Contributor: Mel Jones
Google announced that they will be unrolling In-Market audience targeting (which was previously exclusive to Display and YouTube campaigns) for Search campaigns by the end of 2017 by utilizing previously searched phrases within the user’s browser history.
What this means for marketers: Paid Search is already a direct response medium, capturing users who are seeking out specific products or services. Utilizing In-Market audiences that Google has determined through machine learning algorithms can help Search campaigns succeed even further by capturing more long-tail or personal search phrases that are exclusive to the individual, that campaigns might not have been able to capture otherwise.