Question: Zhang works for an online marketing firm. A client wants to develop an audience strategy to reach new customers with a high intent to purchase their products. Which of the following audiences can Zhang use to meet his objective?
- In-Market
- Affinity
- Customer Match
- Detailed Demographics
Explanation
In-market segments are designed to reach people who are actively researching products or services and showing recent purchase intent. That makes them the strongest fit for acquiring new customers who are closer to converting in a Display strategy. Google Ads positions this audience type for consideration-stage targeting, where users are evaluating options rather than just showing broad interest. This is more aligned with high-intent prospecting than with first-party re-engagement or demographic filtering. Google Help+1
Why the other options are incorrect
Affinity targets long-term interests and habits, which is better for awareness than for reaching users with strong current buying intent. Google Help
Customer Match uses first-party customer data, so it is meant for known users rather than new-customer acquisition based on current purchase intent. Google Help+1
Detailed Demographics focuses on long-term life facts, not on active product research or immediate buying signals. Google Help+1
Source for verification
https://support.google.com/google-ads/answer/2497941?hl=en
https://support.google.com/google-ads/answer/10566573?hl=en
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads Display Professional Certification" page.