Google has the ability to identify people as In-Market based on a ton of signals. Now you can target only customers that are in-market and ready to buy in Search.
A challenge for many SEM providers for Car Dealers have been how to identify searchers that are interested in purchasing a vehicle vs. looking for directions to get an oil change appointment. Where Costs Per Click can be very high for Car Dealers, spending $5, $6 or sometime much more for a customer to get to your website just to get your location can be problematic and provide for a unappealing ROAS.
In-Market Audiences: Target Prospects Who Are Ready to Buy
Here is how you can use them
In-Market Audience is only available inside of the new user interface by selecting a campaign > audiences > pencil icon.