Earlier this summer, AdWords (henceforth to be known as Google Ads ) released the latest new tool for honing Search campaigns. In-Market Audiences joins the list of methods PPC managers can use to segment search campaign traffic for more precise analysis, targeting and optimisation.Along with device-category, demographic groupings, location and other variables, it is now possible to isolate audiences based on a topic they are currently researching (as assessed by their recent browser history). Categories include ‘Finance’, ‘Vacations’. ‘Automotive’ etc, and a host of sub-categories within each, for greater precision.This targeting method has long been available for campaigns run on the content network, but is a welcome new addition for those managing search campaigns.Our first findings are that distinct patterns emerge quite quickly from In-Market Audiences - not always in the directions you might expect (for example, users in the ‘travel’ category performing particularly well for a kitchens campaign?) - but provided these patterns are backed by enough data, they are exactly the type of information that can help give campaigns a crucial boost.A final word of warning. We were recently discussing with a client the dangers of ‘compound bid adjustments’, where you can end up boosting the bid for a keyword by an extra 10% based on gender, say; another 15% based on day of the week, and another 25% for being in a top location, and so on. Before you know it, you can find yourself spending a lot more quickly than you planned!With another set of bid adjustments in the toolkit, this danger ticks up by a notch. So while this is a great new feature to be aware of, use with caution!If you're interested in learning more about how AdWords can help you and your business, get in touch on 01189 100 012 or email us at hello@digity.co.uk.