Affinity and In Market Audiences

And how we pick ourselves.

Where to find the audiences:

Where to find the Attribution Model reports:

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Affinity in market audiences and how we pick ourselves.


Reiterate digital marketing costs.

Hi, it’s Clint and welcome to reiterate, since I started this podcast, we’ve spent some time going all over the place in terms of marketing. It’s been really fun to explore different touch points to see how they fit together or how they don’t fit together and how they form part of a giant jigsaw.

I’m really happy to say that the feedback has been positive, especially about the metrics, ACO and choice and podcasts. And they’ve been quite a few requests to look into some areas deeper machine learning, user dada, and audiences can sound a bit abstract and it can be quite difficult to put them into practice.

So this week we’re going to look at affinity and in market audiences, how they work and how we can use them. First up, let’s define what these audiences are. So affinity audiences are groups of people who have some kind of shared love or value with your brand or your product. This is more than just liking shoes.

This is someone who adores shoes. It’s what makes them tick. It’s what the genuine interests are. It’s the hobbies, your obsessions, things that you can hone in on to make them get excited about what you do or you provide so they don’t have to love your thing. They have to love things that you do.

Shoes, kite surfing, surfing, mountain climbing. If you offer a product or service within those, those people are then affinity audience members. So if you are selling outdoor lights and affinity audience might be people who like gardening. They might be people who like entertaining home improvement, home decor, decorating.

They are more likely to be interested in your product and someone who constant being outside, they reasons a different. And you may tell your messaging to each affinity audience segment. But there’s something that they have in common with that will, that will relate to the thing that you are trying to sell.

So with gardeners, we might speak about beauty or landscaping with light and entertain as we speak about using the outside as an inside with light displays to create a relaxed entertainment settings, you get the idea, and I’m sure you can come up with hundreds of ways to match your audience to your message.

So that’s great. We are delivering the right message to the right people. But we’re not necessarily doing it at the right time. Affinity addresses an interest state and not a need state, and so it’s a longer time lag between awareness, consideration, and purchase. Obviously, it’s not always going to be the case, but in general, affinity audiences don’t meet the need state right now.

Think of it as the longer game, the primer, the infinite game, if you will. If you’re talking about game theory. Using affinity audiences dovetails with always on as we are nurturing awareness, some sort of connection and recall for future purchase. So affinity audiences, longer game people have some kind of connection and love for something you do.

And the idea is to grow something kind of brand of fiction. Another audience type that we can use is called in market audiences. These are people who are in the market to purchase. Can you see how affinity might lead to in market from the same customer over time? In-market audiences? I’ve done some research.

They’ve shown an intent to take an action and are they fall further down the sales funnel. Then a typical affinity audience member would be, so affinity likes it in market or drained to do something about that. So here we ride enough familiarity from affinity marketing and we use the right message to the right people at the right time, or need state to in market audience.

They work together to provide a way to bring customers down our sales funnel to trust you, to check you out, to come back, to go away, and then come back again in purchase. In market audiences typically have a much shorter time lag between impression and purchase, but this doesn’t mean that you don’t have to do the long work with affinity as well.

The chances are the in-market will buy quicker. The way to get an in market to buy quicker is to do the affinity work upfront. So what we are doing is helping the customer choose themselves, the things they want to like lead them down a path to purchase the things that they want or like from you.

It’s a self qualifying lead. It’s obviously not always that simple. And these two audiences don’t always overlap. We may buy things that we aren’t in love with and are in love with many things, which we don’t buy. But you get the principle. What’s really great about both these audiences is that they’re available immediately on the Google edge dashboard.

Just click on a campaign, the dark lifting column thing, click on audiences in the second light gray column. Click add audience six and ad group, and then you will see Collins with affinity and in-market audience suggestions. Click to add and the ego. Your audiences are set up to Metro messaging.

I’ll provide some screenshots in the show notes so you can go and check this art for yourself. Once you’ve done this and your ads are running, head on over to tools, measurement, and search attribution, and you’ll be able to see cool things such as number of clicks to purchase time, legs, and cross device.

This will give you a great indication as to how long it takes and how many steps to convert someone. And we’ll give you great insights to either use or present back to your team. So the thing about these audiences is that they are based on machine learning and AI. Google looks at people’s searches, sees what they interested in buying, and also sees what people are interested in in general, what things they look up as recipes.

Is it fashion? What really makes them tick? And then it uses this to put people into audiences that you can use. So that’s the combination of you doing something using Google’s machine learning and AI to develop results in the real world. That takes it a bit away from the abstract that we’ve been talking about and shows you how this is something that’s available to you right now.

So to recap, affinity talks to people who have a passion for something and in market talks to people who have a need state and have shown this intent. Use them in combination to tailor a simple sales funnel and then do it again. Iterate, try something you mix and match. Check out your metrics.

Evaluate clicks and time lag. Make sure you answer those in your mix and do it again. They really are awesome audiences, so please take advantage of them and think about how this changes your messaging between each audience type.

That’s it for this week. Thanks so much for tuning in. Please share with your friends. Check out the show notes at or drop me an email on I hope you enjoyed tuning in until next time, have a great week. .

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