Toll Brothers and Wayfair.com grow their businesses with in-market audiences
May 22nd, 2014 | Published in Google Adwords
What if you could connect with shoppers at the exact moment they're ready to buy?
That's the idea behind in-market audiences a feature in the Google Display Network that we released last year. With buying signals like sites visited, ads clicked, and recent conversions, you can connect your ads with consumers who are actively researching or comparing products and services across the Google Display Network. In-market audiences is helping companies like Wayfair.com, America's second-largest retailer of homewares, and Toll Brothers, a luxury home building company, connect with qualified leads, at scale.
Wayfair is seeing up to 20% higher ad response rates with its in-market ads. "You're much more able to effectively find customers who are right on the cusp of purchasing," says Wayfair's senior business analyst, Ben Young. "They've been through the consideration process, and they're really just looking for the perfect deal or the perfect place to place their order."
Toll Brothers reached in-market buyers in real estate and home-related segments such as “residential properties for sale,” “home décor,” and “home furnishings.” Result: they're achieving up to 50% lower CPAs, more leads, and a click-through rate (CTR) up to three times higher on remarketing ads. “One of our biggest challenges is qualification,” says Tim Bolle, online marketing manager at Toll Brothers. “When we learned about in-market audiences, it was a way to reach a more qualified audience of people actively searching for a home.”
In-market audiences is easy to add to your campaigns. It's found on the "Interests & Remarketing" tab in the Display section of AdWords. Advertisers can select in-market audiences in 14 different verticals across more than a dozen languages including Japanese, French, Spanish, and German, with more to come. To learn more, visit the AdWords help center.
Posted by Diya Jolly Product Manager, Google Display Network
That's the idea behind in-market audiences a feature in the Google Display Network that we released last year. With buying signals like sites visited, ads clicked, and recent conversions, you can connect your ads with consumers who are actively researching or comparing products and services across the Google Display Network. In-market audiences is helping companies like Wayfair.com, America's second-largest retailer of homewares, and Toll Brothers, a luxury home building company, connect with qualified leads, at scale.
Toll Brothers reached in-market buyers in real estate and home-related segments such as “residential properties for sale,” “home décor,” and “home furnishings.” Result: they're achieving up to 50% lower CPAs, more leads, and a click-through rate (CTR) up to three times higher on remarketing ads. “One of our biggest challenges is qualification,” says Tim Bolle, online marketing manager at Toll Brothers. “When we learned about in-market audiences, it was a way to reach a more qualified audience of people actively searching for a home.”
In-market audiences is easy to add to your campaigns. It's found on the "Interests & Remarketing" tab in the Display section of AdWords. Advertisers can select in-market audiences in 14 different verticals across more than a dozen languages including Japanese, French, Spanish, and German, with more to come. To learn more, visit the AdWords help center.
Posted by Diya Jolly Product Manager, Google Display Network