Today, we’ve got a short video on In-Market Segments and specifically, how to use data from Google Analytics to improve your Google Ad campaigns.
What are In-Marketing Segments?
Google groups web searchers into buckets (or categories) based on their current shopping behavior. For example, if Google detects a user searching for home and garder related items recently, they are put in that bucket. Why? So advertisers can try to target those people to show relevant ads.
How to Use In Market Segments [VIDEO]
In this video, we cover a simple approach to using the data from Google Analytics In Market Segment Report to improve Google Ad campaigns.
Text Summary
- Determine which in-market segments are most likely to convert
- Add those segments as Google Ads Audiences in your campaigns (observation mode only)
- Monitor your KPIs such as ROAS, CPA, etc. and if they perform better, consider increasing your bids on those audiences.
I use this method a lot for determining cross-sells and better understanding audience segments. The fact that in-market segments are missing from GA4 has me scrambling for an alternative process to gather these insights. Have you come up with any ideas for what to do after UA stops processing?
My only idea so far, but I haven’t tried it yet, is to run a retargeting display campaign on Google Ads and add all in-market audiences as observation-only.