Google Debuts ROI-Driven Display Targeting With “In-Market Buyers” In AdWords
Google says it can now recognize the site visitor patterns of consumers who are getting ready to make a purchase. Rather than simply targeting users based on the types of sites they visit and interests they’ve demonstrated, Google is rolling out an option for advertisers to reach only those consumers who appear to be in buying mode.
This week, Google has very quietly introduced “In-Market Buyers” in AdWords which allows advertisers to tap into Google’s consumer pattern recognition and target consumers actively researching products and services similar to theirs. In-Market Buyers is an extension of the Interest Categories available in AdWords and represents Google’s first attempt to make ROI a central focus of advertising on the Google Display Network.
The In-Market Buyers verticals are currently limited to Autos & Vehicles, Computers & Peripherals, Consumer Electronics and Real Estate.
To learn more, see our post on our sister site Search Engine Land, Google Quietly Rolls-Out “In-Market Buyers” Targeting To Reach Imminent Purchasers.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.
(Some images used under license from Shutterstock.com.)
Top news and emerging ideas in display advertising, delivered every Monday.