Late last year (2019) in-market audiences were introduced to both Google and Bing (Google Ads' somewhat ugly cousin) rolling out in-market audiences for their search platforms after being available on the Google Display Network since 2014.
In-market audiences allow you to restrict the type of audience your Display and Search ads are shown to, with a click of the button. You can define your new audience by their online behaviour, giving you the ability to only show your ads to those Google considers Business Professionals or users who have recently been searching for similar products/services.
These new tools/audiences, are a hugely valuable feature for these two Search goliaths and you probably think everyone should switch these audiences on-- buuuut before doing so, you may need to consider the rough and the smooth.
Pardon? What exactly is in-market audience?