Google will introduce the in-market and affinity audiences on Google Search. The launch will happen in the coming weeks. In-market and affinity audiences appear on campaign settings.
According to Google, Affinity audiences help advertisers to raise awareness and drive consideration among people who have a strong interest in the products. In-market audiences are a way to reach consumers who are actively researching or comparing products and services.
Google says that, for instance, when the advertiser sells camping gear, to reach avid campers, the advertiser can pair an affinity audience like “Outdoor Enthusiast” with generic camping keywords. By adding this additional audience layer, the advertiser can reach people who are not only searching for camping products, but are also passionate about outdoors.