What it means for your advertising
Google places people in in-market segments, such as office supplies or business services, from recent behaviour: what they've searched for, the sites they've visited and the ads they've clicked. They drop out once the signals stop, often because they've bought.
It's one of Google's two main interest audiences. The other, affinity, describes longer-term interests. In-market is the closer of the two to a sale.
On Search, an in-market audience works alongside keywords rather than replacing them, helping Google find the searchers who look most ready to buy.
An example
An office manager spends a week comparing bean subscriptions and pricing coffee machines. Google places them in an office supplies segment. When they search “office coffee delivery”, Google recognises them as exactly the kind of buyer Java Roasters wants to reach.
Java Roasters is a fictional business, and its figures are illustrative.
How we handle it
When your profile includes in-market segments, we add them to your Google Search campaign automatically and report how those people respond compared with other searchers. More on Google Search advertising.