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How to use in-market audiences for better search campaigns



30-second summary:

  • Today, digital business is gaining ground fast, especially with the coronavirus pandemic pushing more business and marketing operations online.
  • In the virtual business space, it is all about each enterprise targeting the maximum interested audience as the center of its campaigns.
  • Indeed, audience targeting has become a common measure to enhance enterprise marketing campaigns.
  • Co-founder and Director of eSparkBiz Technologies shares all the tricks and tips to use in-market audiences for better search campaigns.

Audience targeting refers to establishing networks with audiences that are present in ad groups. Thereby, you can shout out to customers according to their personality, behavior, likes and dislikes, research and information, and previous liaisons with your business. So how does audience targeting bring positive results to come ad and marketing campaigns? Where does the in-market audience come into play?

Firstly, audience targeting maximizes the reach of your campaign: more people get redirected to your campaign link while surfing other webpages, applications, or content. So, how does the audience target exactly function? We will go into details of in-market audiences.

The mechanism of audience targeting

There are different kinds of campaigns for which audience targeting is applicable. For instance, display campaigns are personalized for groups of users with distinct likes, tastes, and personalities.

Moreover, Google allows you to choose from a vast assortment of fanbases, such that those belonging to the travel and tourism, global business, the sports world, and the others. To help in your effort, Google Ads curates your advertisement as per such groups and caters to their specific group-oriented interests. Keep in mind that the information used to select audience groups, like, page visit history, past Google searches can also enhance the targets and measures of your campaign effort.

How do you locate and address various types of audiences in your campaigns? Given below are some examples.

1. Display campaigns

  • Preferences: Deal with preferences, customized affinity, behavior-pattern, and interest-based targeting of users.
  • Demographic data: Extensive information with overarching implications on targeting
  • Life events: Come to the big occasions, come to the targeted campaigns
  • Individual in-market intent: Target users according to their latest buyer preferences
  • Remarketing: Shout out to your loyal customers and previous users
  • Customer resource management (CRM) factor: Use your detailed CRM information to address interested buyers
  • Other interested clients: Expand your horizons by branching out to new customer bases

2. Search campaigns

  • Affinity: Regular activities, patterns, and preferences of individual users are evaluated and targeted
  • Demographic information: Target users based on their individual social, economic, and health data
  • In-market traits: Gauge the specific buying intent and target clients accordingly
  • Remarketing: Renew your relationship with your loyal customer base
  • CRM utility: Use your CRM information solutions to reach out to customers
  • Related customers: Find and engage with new potential customers who display preferences identical to your existing customer base

3. Video campaigns

  • Affinity/curated affinity: Interact with users while catering to their strongest passions and preferences
  • Demographic data: Again, personal information regarding age, work, livelihood, etc. can be used to infer buying decisions
  • In-market behavior: Based on your campaign on the latest buying decisions of your users
  • Remarketing: Reach users that have already availed of your products in the past
  • CRM customers: Based on nuanced CRM information, reach out to your most active and keen audience
  • Related users: Again, branch out your customer base by attracting new ones with similar likes and interests

How to target your audience

What do you do after the buyer preferences, desires, behavior patterns, and reasons have been analyzed and integrated? In the next step, you need to classify your user base into specific groups, each of which will be targeted for unique marketing campaigns that cater to its needs. In turn, your promotional content and advertisements will vary from group to group. Time to pick, choose, and advertize. So, we will look at the different types of audiences and how to address them via your campaigns.

1. Affinity audience

An affinity audience is the easiest to rouse! By finding out their income, lifestyle, interests, and purchase goals, you can integrate and use such data to attract them to your products and services. These customers are more likely to showcase their preferences in the market.

All those who place ads on Google are allowed to address their affinity audiences through Gmail, video, display, and search efforts.

2. Custom affinity audience

This is more specific than an affinity audience, a custom affinity audience is synced to its preferred brand. If affinity audiences are floating users whose attention towards your products may falter at times, custom affinity audiences are anchored to your company. How are customer affinity audience groups evaluated? Given below are the salient factors:

  • Likes and habits, marked as crucial keyword phrases
  • Relevant website URLs, utilized to categorize interest groups
  • Novel and interesting locations, trends, and lifestyles that grab eyeballs
  • Sleek, smooth, and speedy applications that aid and abet affirmative customer decisions! In turn, all your advertisements will turn up on the smartphone devices of your app users

3. Major milestones/life events

How do you keep yourself in the good books of your customers? How do you encourage them to associate your brand with positive, happy emotions? For this purpose, you must gather certain data on your best audience: this includes major milestones like a degree, a job, or an award, birthdays, weddings, and anniversaries. Make your customers feel special on auspicious occasions. Wish them via YouTube notifications, Facebook videos, Gmail, and more. Because a little bit of daily joy goes a long way!

However, you want to ensure that your tone and messaging appeals to the audience without overdoing it.

Compared to various life achievements, occasions and events are less in number. Therefore, a campaign targeting major life events is bound to have limited outreach. Still, such events are likely to coincide with buying decisions, maybe even some binge shopping. Thus, the field becomes open for a couple celebrating their anniversary: from apparel, crockery, furniture, to packers and movers, smartphones, food, and unique gifts, every product stands a chance.

4. In-market audience

In-market audiences are either loyal customers who are delighted by your products or interested clients who have been checking your brand out on virtual media. You can create your in-market audience group from these customers and facilitate leads by targeting them in your marketing campaigns.

Simply put, in-market audiences are potential leads that have a high probability of conversion. Thus, by focusing your campaigns on such groups you can not only reach more interested customers but also maximize your subsequent sales!

5. Demographic data

Using thorough demographic information about your customers, you can address broad sections of people with similar or identical interests, such as high school students, homemakers, caregivers, and more.

6. Customer match

Why is customer match so helpful in relation to inspired campaigns? Because it slows you to deploy customer information (online as well as offline) to attract and retain customers across a wide range of virtual platforms. With such helpful data, customer match designs and presents the best ads to the most interested customers. The kind of advertisement depends on the customers’ preferences and decisions.

7. Other relevant audiences

Always look to broaden your horizon, as new customers await your amazing products! Other relevant audiences with similar or identical behavior or tastes (in relation to your industry, brand, or products) are the future of your brand, new customers waiting to be enticed. To this end, Google Ads deploying state-of-the-art machine learning algorithms to create and modify similar audience lists.

It is common knowledge that the method of targeting audiences has heavily influenced the context in which pay-per-click (PPC) experts design their marketing efforts. It makes their efforts more nuanced and updated as per pre-existing and real-time data. Thus, they can zero in on plenty of potential customers who are uninitiated with regard to your brand.


How can you leverage in-market audiences for more enhanced and fruitful search campaigns? Given below are some effective ways in which you can approach this task.

Remarketing Lists for Search Ads (RLSA)

RLSA is the easiest method by which you can integrate your special audience with your current keyword strategy. Here, you must aim to attract customers who are already in your marketing list, who have already had a satisfying experience of product purchase and use and are likely to be back for more.

In turn, RLSA provides abundant research and analysis possibilities for those who want to make their products sell in standard marketing and sales platforms, both real and digital.

Using timely but standalone campaigns, you can deploy all the marketing and buzz-creating tools provided that you use them to curate your campaigns in line with the interests of broad customer groups.

Remarketing with Dynamic Search Ads (RDSA)

Just like RLSA, RDSA involves the merging of retargeting lists with a unique kind of advertisement: Dynamic Search Ads (DSAs). This enlivens the process of audience interaction and lead generation.

In a nutshell, DSAs expand the outreach of search efforts by including keywords that do not necessarily belong to the existing list of search keywords. From the content available in a given webpage, DSAs seek outstanding queries.

If you use RLSA and DSA in tandem, your search campaign will allow you to stay connected and consolidate relationships with users already on your in-marketing list and inputting keywords that turn out to be crucial but are absent from your keyword lists.

Omission of users

Just like selective inclusion, selective exclusion regarding PPC can also be beneficial to your marketing campaigns. How so?


Think about a client whom you have already engaged with once. For instance, a local business trying to attract new customers need users to only log their personal information once, perhaps in a form. Why should this business spend on trying to get the same clients to click on its ads? That amounts to overspending without a cost-effective plan.

Therefore, make it a habit to create concrete lists or groups of audiences according to their affinities and pet peeves. Once you have the informed lists in your hands, you can rest assured about including the same clients for repeated search/PPC campaigns. As a result, you can increase the possibility of conversion and reach out to more customers.

Other relevant audiences related to search campaigns

A positive attitude towards search campaigns always seeks to branch out, foray into new customer groups and spaces where they browse niche products and brand new services. To grab and hold their attention, you need to go off your customer lists and into uncharted waters.

Here, Google comes in handy as it revises your remarketing audience groups to create a refined list of customers with increasingly identical browsing patterns. With such crucial aid from the search engine, you get a readymade list of interest clients waiting for the experience only you can provide!

More often than not, these clients will be uninitiated to your brand and its amazing search campaigns. After they become part of your campaign lists, you can interact with them in the same manner as your previous search campaigns.

In-market audience

Last but definitely not the least, in-market audiences are those customers who you do not directly target but still obliquely address in your search campaigns. Clearly, catering to their likes wants, and behavior is a step that will require innovations from current and future marketers.

Found on Google Display Network, in-market audiences are created by Google algorithms mainly depending on buyer behavior. In turn, you can use such lists to enhance and strengthen your search campaigns. This audience group behaves like a lot of relevant or similar audiences and generally displays high-quality latest, and dominant consumer trends across particular markets.

In summary

This article presents a comprehensive account of how to make the best use of in-market audiences for successful search campaigns. Indeed, there are plenty of approaches through which you can utilize your audience lists in your search campaigns.


Most of them don’t even require much exertion or time on your part. The one golden rule? Always prioritize your re-marketing lists, so that you can update and use them frequently to reach out to your best clients.

If you devote a little bit of your time and effort to these lists, they will pay great dividends to come search campaigns. Therefore, you must not only update your lists but also modify them according to criteria such as client preferences, general behavior, and buyer trends, to name a few. As a result, you can use the clients include in this list and target audiences to be included or excluded, depending on your plans. All the best!

Harikrishna Kundariya Co-founder and Director of eSparkBiz Technologies, a mobile app development company. His 8+ experience enables him to provide digital solutions to new start-ups based on IoT and chatbot. You can connect with him on LinkedIn.

Search Engine Watch – PPC


How to Write For Google



How to Write For Google

Are you writing your SEO content based on the latest best practice tips?

I originally wrote this SEO copywriting checklist in 2012—my, how things have changed. Today, Google stresses quality content even more than before, conversational copy is critical, and there are revised SEO writing “rules.” 

I’ve updated the list to reflect these changes and to provide additional information.

As a side note, I would argue that there’s no such thing as “writing for Google.” Yes, there are certain things you should do to make the Google gods happy. However, your most important goal should be writing clear, compelling, standout copy that tells a story. 

I’m keeping the old headline in the hopes that I can convert some of the “write for Google” people to do things the right way.

Whether you’re an in-house SEO content writer, a DIY business owner, or a freelance SEO copywriter, this 27-point checklist will help you write engaging, Google-happy content—every time.

Items to review before you start your SEO writing project



– Do you have enough information about your target reader?

Your copy will pack a powerful one-two punch if your content is laser-focused on your target reader. Ask your client or supervisor for a customer/reader persona document outlining your target readers’ specific characteristics. If the client doesn’t have a customer persona document, be prepared to spend an hour or more asking detailed questions. 

Here’s more information on customer personas.


– Writing a sales page? Did you interview the client?

It’s essential to interview new clients and to learn more about their company, USP, and competition. Don’t forget to ask about industry buzzwords that should appear in the content.

Not sure what questions to ask to get the copywriting ball rolling? Here’s a list of 56 questions you can start with today. 



– Writing a blog post? Get topic ideas from smart sources

When you’re blogging, it’s tempting to write about whatever strikes your fancy. The challenge is, what interests you may not interest your readers. If you want to make sure you’re writing must-read content, sites like Quora, LinkedIn, Google Trends, and BuzzSumo can help spark some ideas.


– Did you use Google for competitive intelligence ideas?

Check out the sites positioning in the top-10 and look for common characteristics. How long are competing articles? Do the articles link out to authoritative sources? Are there videos or infographics? Do the articles include quotes from industry experts? Your job is to write an essay that’s better than what’s already appearing in the top-10 — so let the competition be your guide.


– Did you conduct keyphrase research?

Yes, keyphrase research (and content optimization) is still a crucial SEO step. If you don’t give Google some keyphrase “cues,” your page probably won’t position the way you want.


Use a keyphrase research tool and find possible keyphrases for your page or post. As a hint: if you are tightly focusing on a topic, long-tail keyphrases are your best bet. Here’s more information about why long-tail keyphrases are so important.

If you are researching B2B keyphrases, know that the “traditional” keyphrase research steps may not apply. Here’s more information about what to do if B2B keyphrase research doesn’t work.


– What is your per-page keyphrase focus?

Writers are no longer forced to include the exact-match keyphrase over and over again. (Hurray!) Today, we can focus on a keyphrase theme that matches the search intent and weave in multiple related keyphrases.


– Did you expand your keyphrase research to include synonyms and close variants?

Don’t be afraid to include keyphrase synonyms and close variants on your page. Doing so opens up your positioning opportunities, makes your copy better, and is much easier to write!


Are you wondering if you should include your keyphrases as you write the copy — or edit them in later? It’s up to you! Here are the pros and cons of both processes.


 — Do your keyphrases match the search intent?

Remember that Google is “the decider” when it comes to search intent. If you’re writing a sales page — and your desired keyphrase pulls up informational blog posts in Google – your sales page probably won’t position. 


— Writing a blog post? Does your Title/headline work for SEO, social, and your readers?

Yes, you want your headline to be compelling, but you also want it to be keyphrase rich. Always include your main page keyphrase (or a close variant) in your Title and work in other keyphrases if they “fit.”

Here’s some excellent information on how to write headlines that get noticed (and that are good for Google.) You can also use headline-analyzing tools to double-check your work.



– Did you include keyphrase-rich subheadlines?

Subheadlines are an excellent way to visually break up your text, making it easy for readers to quick-scan your benefits and information. Additionally, just like with the H1 headline, adding a keyphrase to your subheadlines can (slightly) help reinforce keyphrase relevancy.

As a hint, sometimes, you can write a question-oriented subheadline and slip the keyphrase in more easily. Here’s more information about why answering questions is a powerful SEO content play.


Is your Title “clickable” and compelling?

Remember, the search engine results page is your first opportunity for conversion. Focusing too much on what you think Google “wants” may take away your Title’s conversion power. 

Consider how you can create an enticing Title that “gets the click” over the other search result listings. You have about 59 characters (with spaces) to work with, so writing tight is essential. 



– Does the meta description fit the intent of the page?

Yes, writers should create a meta description for every page. Why? Because they tell the reader what the landing page is about and help increase SERP conversions. Try experimenting with different calls-to-actions at the end, such as “learn more” or “apply now.” You never know what will entice your readers to click!


– Is your content written in a conversational style?

With voice search gaining prominence, copy that’s written in a conversational style is even more critical.

Read your copy out loud and hear how it sounds. Does it flow? Or does it sound too formal? If you’re writing for a regulated industry, such as finance, legal, or healthcare, you may not be able to push the conversational envelope too much. Otherwise, write like you talk.

Here’s how to explain why conversational content is so important.



–Is your copy laser-focused on your audience?

A big mistake some writers make is creating copy that appeals to “everyone” rather than their specific target reader. Writing sales and blog pages that are laser-focused on your audience will boost your conversions and keep readers checking out your copy longer. Here’s how one company does it.

Plus, you don’t receive special “Google points” for writing long content. Even short copy can position if it fully answers the searcher’s query. Your readers don’t want to wade through 1,500 words to find something that can be explained in 300 words.

Items to review after you’ve written the page


– Did you use too many keyphrases?

Remember, there is no such thing as keyword density. If your content sounds keyphrase-heavy and stilted, reduce the keyphrase usage and focus more on your readers’ experience. Your page doesn’t receive bonus points for exact-matching your keyphrase multiple times. If your page sounds keyphrase stuffed when you read it out loud, dial back your keyphrase usage.



– Did you edit your content?

Resist the urge to upload your content as soon as you write it. Put it away and come back to it after a few hours (or even the next day.) Discover why editing your Web writing is so very important. Also, don’t think that adding typos will help your page position. They won’t.


– Is the content interesting to read?

Yes, it’s OK if your copy has a little personality. Here’s more information about working with your page’s tone and feel and how to avoid the “yawn response.” Plus, know that even FAQ pages can help with conversions — and yes, even position.


– Are your sentences and paragraphs easy to read?

Vary your sentence structure so you have a combination of longer and shorter sentences. If you find your sentences creeping over 30 or so words, edit them down and make them punchier. Your writing will have more impact if you do.


Plus, long paragraphs without much white space are hard to read off a computer monitor – and even harder to read on a smartphone. Split up your long paragraphs into shorter ones. Please.


– Are you forcing your reader onto a “dead end” page?

“Dead-end” pages (pages that don’t link out to related pages) can stop your readers dead in their tracks and hurt your conversion goals. 

Want to avoid this? Read more about “dead-end” Web pages.


– Does the content provide the reader with valuable information?

Google warns against sites with “thin,” low-quality content that’s poorly written. In fact, according to Google, spelling errors are a bigger boo-boo than broken HTML. Make sure your final draft is typo-free, written well, and thoroughly answers the searcher’s query.


Want to know what Google considers quality content — directly from Google? Here are Google’s Quality Raters guidelines for more information.


– Did you use bullet points where appropriate?

If you find yourself writing a list-like sentence, use bullet points instead. Your readers will thank you, and the items will be much easier to read.

Plus, you can write your bullet points in a way that makes your benefit statements pop, front and center. Here’s how Nike does it.


– Is the primary CTA (call-to-action) clear–and is it easy to take action?

What action do you want your readers to take? Do you want them to contact you? Buy something? Sign up for your newsletter? Make sure you’re telling your reader what you want them to do, and make taking action easy. If you force people to answer multiple questions just to fill out a “contact us” form, you run the risk of people bailing out.


Here’s a list of seven CTA techniques that work.


– Do you have a secondary CTA (such as a newsletter signup or downloading a white paper?)

Do you want readers to sign up for your newsletter or learn about related products? Don’t bury your “sign up for our newsletter” button in the footer text. Instead, test different CTA locations (for instance, try including a newsletter signup link at the bottom of every blog post) and see where you get the most conversions.


– Does the page include too many choices?

It’s important to keep your reader focused on your primary and secondary CTAs. If your page lists too many choices (for example, a large, scrolling page of products), consider eliminating all “unnecessary” options that don’t support your primary call-to-action. Too many choices may force your readers into not taking any action at all.



– Did you include benefit statements?

People make purchase decisions based on what’s in it for them (yes, even your B2B buyers.) Highly specific benefit statements will help your page convert like crazy. Don’t forget to include a benefit statement in your Title (whenever possible) like “free shipping” or “sale.” Seeing this on the search results page will catch your readers’ eyes, tempting them to click the link and check out your site.


– Do you have vertical-specific testimonials?

It’s incredible how many great sales pages are testimonial-free. Testimonials are a must for any site, as they offer third-party proof that your product or service is superior. Plus, your testimonials can help you write better, more benefit-driven sales pages and fantastic comparison-review pages.

Here’s a way to make your testimonials more powerful. 

And finally — the most important question:



– Does your content stand out and genuinely deserve a top position?

SEO writing is more than shoving keyphrases into the content. If you want to be rewarded by Google (and your readers), your content must stand out — not be a carbon copy of the current top-10 results. Take a hard look at your content and compare it against what’s currently positioning. Have you fully answered the searcher’s query? Did you weave in other value-added resources, such as expert quotes, links to external and internal resources (such as FAQ pages), videos, and graphics? 

If so, congratulations! You’ve done your job. 

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