Question: You want to reach people who are actively looking to buy certain products or services in the near future so that you can grow consideration and interest for your brand. What audience solution should you use?
- Life events
- Custom audiences
- Affinity audiences
- In-market audiences
Explanation
In-market audiences are designed to reach people who are actively researching or comparing products and services. This makes them suitable for growing consideration among users showing near-term purchase intent. In a Google video campaign, these audiences help connect the message with people already evaluating related options. They are stronger for consideration than broad interest-based audience types.
Why the other options are incorrect
Affinity audiences are based on long-term interests and lifestyles, not active purchase intent.
Custom audiences can be useful, but they are built from advertiser-defined signals rather than Google’s predefined purchase-intent segments.
Life events focus on major personal milestones, not active shopping behavior for specific products or services.
Source for verification
https://support.google.com/google-ads/answer/2497941
https://support.google.com/google-ads/answer/9805516
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