How does utilizing in-market audiences IMPROVE the efficiency of a Microsoft Ads campaign?

Utilizing in-market audiences IMPROVES the efficiency of a Microsoft Ads campaign by targeting users who are actively researching and considering purchasing specific products or services, resulting in higher click-through rates (CTR), improved conversion rates, and a better return on ad spend (ROAS). In-market audiences are pre-defined segments of users that Microsoft has identified as being actively in the market for a particular product or service based on their browsing behavior, search history, and other online activities. By targeting these audiences, you are showing your ads to users who are already showing a strong intent to purchase, making them more likely to click on your ads and convert. For example, if you sell 'home security systems,' targeting the 'in-market: home security systems' audience will show your ads to users who have been actively researching and comparing different home security systems, increasing the likelihood that they will click on your ad and request a quote or make a purchase. This focused targeting reduces wasted ad spend by showing ads to users who are more likely to be interested in your product or service.