What Are Google In-Market And (Custom) Affinity Audiences?

You have to understand a difference between Google In-Market, Custom affinity Audiences and Affinity audiences when you manage advertisements in Google Display Network (GDN). You can think the three marketing categories are similar, so you may be confused by the meanings. Here, I will explain the difference. Let's look at it!

What is a market in marketing?

At first, I will explain the meaning of market in marketing. In marketing, a market defines the group of consumers or organizations that is interested in the product and is able to purchase it. It generally means that there is a space that trade takes place between buyers and sellers. Through the marketing, the market will be started by the total population and narrows little by little.

In Google marketing, we will use the similar marketing market. Google divided 3 types of customers.  Please look at the categorized image.

By Google Inside AdWords

There are a step to purchase a product. Firstly, Affinity audiences will have awareness about a product. Second, Custom affinity audiences and In-market audiences will get consideration of the product. Finally, one of them will buy it. The difference between awareness and consideration is so clear, but it will be difficult to understand the meaning between Custom affinity audiences and  In-market audiences.  Next, we will look at the differences from each categories!

What is Affinity audiences?

Affinity audiences is that the person is just curious about your particular product. You have to think about the person with long-standing interest rather than looking at a particular purchase intent such as In-Market.

Google defines Affinity audiences below.

Select from these audiences to reach potential customers at scale and make them aware of your business.

By Google

The categorized members will be quite huge, so the main approach can be online TV in Google. After the large-scale advertisements, some of them will consider a product as Custom affinity audiences and  In-market audiences. 

What is Custom affinity audiences?

Custom affinity audiences is that the person is interested in your product, so he is already involved in your business.

Google defines Custom affinity audiences below.

With custom affinity audiences, advertisers can create audiences that are more tailored to their brands, compared to our broad, TV-like affinity audiences.

By Google

The members will look for keywords relating the product. You can choose the specialized keywords or URL more than Affinity audiences. Custom affinity audiences can be your customer in the future.

What is Google In-Market?

Google In-Market is that the person is strongly interested in your product without buying, so they search for the keyword and compare with other products. It can be high possible that the person can be your customer in near future.

Google defines In-Market below.

Select from these audiences to find customers who are in the market, which means that they are researching products and are actively considering buying a service or product like those you offer. In-market audiences are available to advertisers in all AdWords languages.

By Google

Also, Google provide the brief video to explain Google In-Market.

We can understand Google In-Market includes people who are interested in specific markets and consider buying your products.

More information?

Google provides one video about the 3 categorized market, so you can understand them more clearly!

Obviously, you have to consider ways to look at the different types of market, so you will change the approaches by step. Hopefully, the information will help you using GDN, thanks!