Who are In Market Audiences primarily for?

• A. Brand awareness-focused shoppers
• B. Advertisers that use remarketing but want to drive new, incremental customers to their site
• C. People who are not likely to convert
• D. Performance advertisers that want to reach customers further down the consideration funnel, who have a higher likelihood of converting

Answer: (D)

In-market audiences are built around signals that someone is actively researching or comparing products in a category, meaning they’re closer to making a purchase. This makes them highly valuable for performance campaigns, because you’re delivering ads to people who have a higher likelihood of converting soon, rather than a broad audience that might not be ready to buy. They aren’t primarily about brand awareness, and they aren’t limited to people who won’t convert. While you can use them alongside remarketing, their main strength is reaching users further down the purchase funnel with a stronger intent to convert. For example, someone actively evaluating TVs is a prime candidate in-market for televisions, making this approach well-suited for driving conversions. That’s why the option describing performance advertisers aiming to reach near-conversion, high-intent customers is the best fit.