For Those About To Buy

Scott Lambert

Wouldn’t it be useful to know not only what customers were interested in buying but also when they were interested in buying it? This is the thinking behind a new Google AdWords option, In-Market Buyers.

Like certain other recent Google releases, it has been rolled out quietly and has only started to show up in settings this week. It provides a useful option for businesses preparing for Christmas and it represents an interesting advance in user categorization technology.

In-Market Buyers works by tracking individual users searching on Google and observing which websites they are most interested in. If, for instance, a particular user is visiting a lot of home furnishing sites, that person is probably interested in purchasing furniture in the near future. There is a caveat: if the same item is being looked at repeatedly on the same site, it may in fact indicate that the user already owns the item and is looking for information on usage or maintenance, but this can be taken into account by the In-Market Buyers algorithm.

This approach may even be useful to a site already among those a user is frequently visiting. In this context it can act as a reminder and can help to position that site foremost in the user’s mind when payday comes and it is time to make the purchase. It can also help to secure repeat business, as shoppers still looking for more products are reminded of a site where they have made a purchase before.

The In-Market system will not work on some users, of course, as it remains possible for individuals to opt out of having their searches tracked by Google. It may miss a lot of potential customers when it comes to sites selling tech-related products, as users are more likely to understand and use the opt-out system.

This does not really matter, however, as advertisers should still get what they pay for and, due to the filtering the system applies, they will not be wasting ads on users who have a general interest in their area but are not very likely to make a purchase.

As each business sector is likely to respond differently and as the value of purchases varies, it is probable that this system will make better financial sense for some businesses than others and will need to be used more widely before clear data emerges; however, in the meantime, early adopters may enjoy an advantage at a crucial time of year.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Local Search

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