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Google Ads
Audiences

What are in-market audiences?

Google-built segments of users actively researching products/services in a category (e.g., 'Travel/Hotels'). Layer them as Observation on Search and Targeting on Display/YouTube.
Go deeper

Want the full playbook? Read Beginner’s Playbook for Google Ads Audiences — Keywords matter, but they’re only part of the picture. This guide explains the 8 main Google Ads audience types, when to use them, and how to launch them without cluttering your account.