Summary
In-market audiences is the audience type designed for viewers who are actively researching or intending to buy. Google builds these segments from recent search and browsing behaviour, so membership reflects live purchase intent rather than long term interests, which makes them the right choice for conversion focused YouTube campaigns.
Nitin Batra is a Google Video Ads certified professional who plans and runs YouTube campaigns using in-market, affinity and Customer Match audience segments across consideration and conversion objectives.
Last updated: August 23, 2026
To reach viewers who are actively researching or intending to buy a product or service, use In-market audiences, the Google Ads audience type built on recent purchase intent signals rather than long term interests.
- Customer Match
- In-market audiences
- Life events
- Affinity audiences
The correct answer is: In-market audiences
Key Takeaways
- – In-market audiences are the audience type that explicitly targets viewers actively researching or intending to buy a product or service.
- – You select them in Google Ads under Audiences, keywords and content, in the Browse tab under “What they are actively researching or planning”.
- – In-market membership is based on recent behaviour and expires as intent fades, which is why these segments suit conversion and consideration campaigns.
- – Affinity audiences describe long term interests and lifestyle, so using them when the brief says “actively researching or intending to buy” is the most common mistake on this question.
What is the difference between in-market audiences and affinity audiences on YouTube?
In-market audiences are built from recent, active research signals and indicate someone is close to a purchase decision. Affinity audiences describe a person’s ongoing interests, habits and lifestyle, such as Cooking Enthusiasts or Sports Fans. Use affinity for awareness and reach at the top of the funnel, and in-market when you want action lower down.
Where do I add in-market audiences to a YouTube video campaign?
Open the campaign or ad group in Google Ads, go to Audiences, keywords and content, then Audiences and click Edit audience segments. Switch to the Browse tab and expand “What they are actively researching or planning” to see the in-market categories. You can also use the Search tab if you already know the segment name, for example Home Appliances or Business Services.
Are life events and Customer Match also intent based audiences?
Life events target people around a milestone such as moving home, graduating or getting married, so the trigger is a life stage and not active product research. Customer Match uploads your own first party email or phone list, so it targets people you already have a relationship with. Neither one is defined by current purchase research, which is why in-market is the correct answer here.
Can I combine in-market audiences with other targeting in the same ad group?
Yes, but be careful. Adding demographics, keywords or placements on top of an in-market segment narrows reach through intersection, and on YouTube a very tight ad group often fails to spend. Start with the in-market segment plus your bidding strategy, review the Audiences report after a couple of weeks, and layer more targeting only if the data shows you need it.