+10 votes
by (5.8k points)
Who's using in-market audiences for the search network?  
Who's using in-market audiences for the search network?

5 Answers

+5 votes
by (9.4k points)
 
Best answer
Lots of them. On every network, not just search.  
by (5.8k points)
I've never tried it for the search network. Curious how have your results been?  
by (5.8k points)
Also, do you layer it with the keywords or as an observation?  
by (9.4k points)
@laurynlausanne sometimes it’s obvious and so you layer it and bid up. Sometimes it’s observation first then bid adjustments. Sometimes it’s target only, so we can poach a piece of a hyper competitive market. Sometimes it’s a target combined with DSAs. Anything that increases your chances of success should be considered. Targeting IMAs is one of the better ways to make “smart” campaigns perform closer to manually managed. Sometimes the volume doesn’t justify the expense of going manual.  
by (690 points)
@laurynlausanne put it on as observation first gather data and then you can block, decrease and increase bids as you wish
by (5.8k points)
@everetteverette Do we get a search term report using that option?  
by (690 points)
@laurynlausanne I don’t know
by (9.4k points)
No broken down by audience. to do that you want a bunch of ad groups with different targets.  
by (5.8k points)
Not following Dan. Can you explain it a bit more.  
by (9.4k points)
@laurynlausanne if you want a search term report for each audience, target them in separate ad groups so you get a search term report.  
by (5.8k points)
Great tip thank you
+6 votes
by (3.1k points)
I do for remarketing campaigns and competitive themes. Saves costs. No need to spend expensive bids on those who are not in-market.  
+6 votes
by (11k points)
“The rise of audience targeting is the biggest change in paid search over the last 10 years…. *Really thinking through what is your full funnel strategy and building audiences for each level of that can link towards some really fun marketing instant results. ” Brad Geddes
+4 votes
by (2.5k points)
Hello doing this for many years for all our clients. Really effective. Why are asking?  
by (5.8k points)
I want to test it on my clients.  
0 votes
by (160 points)
Throw all audiences as observation layering. Doesn’t hurt to get extra insights on what type of consumers are coming in. If you notice particular audience having higher CVR, add a modifier if there wiggle room in term of impr share.  
by (5.8k points)
So say you have 1 ad group. I guess it would be no problem to layer it with as many relevant audiences as possible? After all the engine is driving traffic in my direction for the keywords I am bidding on. What do you mean by modifier?  
by (160 points)
You can apply audiences at the adgroups or campaign level. Modifier as in bid modifier. This is an +/- decrease to your max cpc when google identify a user of that specific audience is in the auction for a target keyword of yours.  
by (5.8k points)
@barbra oh got it. the bid adjustment. Thanks for clarifying.  
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