The rundown

Reach potential customers while they're actively browsing, researching or comparing the types of products you sell. Connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated in-market behavior and purchase intent.

What is it?

In-market audiences is a way to connect with consumers who are actively researching or comparing products and services across Google Display Network publisher and partner sites and YouTube. To qualify someone as being in-market for a specific product or service, Google takes into account clicks on related ads and subsequent conversions, along with the content of the sites and pages they visit and the recency and frequency of the visits. In this way, Google accurately categorizes users so you can target those most interested in your offerings.

Why you’d use it

In-market audiences can drive incremental conversions, helping you to connect with consumers as the last step before they make a purchase decision. Leveraging real-time data and a powerful classification system based on demonstrated in-market behavior, these segments can help you to present the right offer at the right moment to those most interested in your products and services. Use in-market audiences in combination with Remarketing to drive highly qualified users to your site and improve overall remarketing efficiency for your campaign.


Reach potential customers while they’re actively researching and comparing products, regardless of what site they’re currently visiting.
Available in-market audiences include:

  • Apparel and Accessories
  • Autos & Vehicles
  • Baby & Children's Products
  • Beauty Products & Services*
  • Business Services*
  • Computers & Peripherals
  • Consumer Electronics
  • Consumer Software
  • Dating Services*
  • Education
  • Employment
  • Financial Services
  • Gifts & Occasions
  • Home & Garden
  • Real Estate
  • Sports & Fitness*
  • Telecom
  • Travel

*In Beta

To read more about Google in-market audiences, visit the Help Center or contact your AdWords Account Manager.