Another unofficial roll-out: ‘In-Market Buyers targeting’
When using the Display Network as part of your strategy, there is an array of targeting options available. For the more cautious advertiser, contextual targeting is always a solid starting point (whereby keyword themes are used to target content across the network).
Those perhaps eager to align offline campaigns in local press with online presence can find great use in targeting specific placements. And those with wider audience targets can discover a wealth of users by targeting interest categories or affinity segments. These are all viable options however they all have one thing in common – they assume all users are at the same stage in the path to conversion. Enter In-Market Buyers targeting…
Designed to target visitors whose site visitation habits suggest they are in active-consideration mode and want to make a purchase, this new Display Network feature is found under Interest Categories. Based on targeting users and not sites, Google observes patterns within consumers’ site behaviour and thus categorises them based on whether it thinks consumers are ‘qualified’.