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‘In-market’ fits in nicely with this. With this function you can build target groups of users who, more than average, have the intention to purchase products or services that you offer. This group is therefore literally ‘in the market’. The purchase intent is high, which increases the chance that people will click on your ad. The ads can be adapted to that purchase intention, which increases the chance of conversion. In most cases, this results in better results and an improved ROI. Target an audience that has a high purchase intent. Additional option: targeting custom intent audiences In addition to in-market audiences, you can also choose custom intent audiences. These will perform much better, because they allow you to reach your specific target group. So highly recommended.

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You can use custom intent audiences to segment your ad groups for a specific industry or landing page. You can define your own audience by entering in-market keywords, URLs, and apps related to your products and services. In addition, you can reach new customers on YouTube based on the terms they use on Google to search for your New Zealand B2B List products or services. Here you can choose from 300 to 500 keywords that are probably used by your ideal target group in a search. So, with custom intent audiences you can define the ideal audience for your display campaigns. Unfortunately, it is not (yet) possible within the Google Search search network. Screenshot of an additional option: custom intent audience targeting. When do you apply in-market target groups?


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Now the store wants to target potential customers who have already grown further in the purchase process. At the moment, in addition to affinity, the focus is also on the intentions of potential visitors. In-market responds to potential customers with increased potential. The focus is on ‘keywords with a purchase intent’. Keywords in combination with ‘buy’ are obvious, but long tail keywords based on type and brand are also interesting. Often searchers use specific terms because it is already clear what they are looking for (probably the best deal). It is also possible to target searchers who have visited competitor websites. Keywords related to ‘buy running shoes’ Keywords in combination with type and brand URLs of online providers such as,, and Here too.

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