Brian’s desired audience isn’t covered by the segments In-Market audiences offers. What’s another suitable option Brian could choose to help him influence potential customer consideration?

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Bhupati Barman

Flat-style digital illustration showing a marketer exploring audience targeting options in Google Ads, with emphasis on Custom Intent audiences.

I was sipping my usual evening chai and flipping through some Display Ads certification practice questions when this one made me pause. It’s something a lot of marketers face — what if the preset audience segments just don’t quite fit? I’ve recently completed my Google Display Ads Certification with a 98% score, and I’m breaking down real exam questions one at a time. So, let’s talk about what to do when In-Market Audiences aren’t enough. Here’s the scoop 👇

Question:

Brian’s desired audience isn’t covered by the segments In-Market audiences offers. What’s another suitable option Brian could choose to help him influence potential customer consideration?

Here is a correct answer: Custom Intent audiences ✅

If you’re interested, you can take the exam here: Google Ads Display Certification via Skillshop.

Bar chart comparing Custom Intent Audiences, Similar Audiences, Demographic Targeting, and Standard Remarketing for customer consideration goals
Custom Intent Audiences offer more flexibility and relevance when predefined segments fall short.

Why This Is Correct:

Custom Intent audiences let Brian go beyond pre-defined audience segments (like In-Market). He can create an audience tailored to his specific product or service by using:

  • Keywords people are actively searching
  • URLs of similar or competing websites
  • Apps they interact with

This means Brian can reach users who are actively researching topics, products, or services related to what he offers—even if they’re not in Google’s standard In-Market segments.

📌 Example:
Brian sells eco-friendly outdoor hiking gear. In-Market segments may only offer general “Outdoor Activities” categories. With Custom Intent, Brian can target people searching for “best eco-friendly hiking boots” or browsing sites like REI or AllTrails.

This helps influence consideration, because he’s engaging users at the moment they’re comparing products.

Why the Other Options Are Incorrect:

❌ Similar Audiences

  • Built from existing remarketing lists.
  • Great for reach and awareness, but not specific enough for custom consideration intent.
  • Doesn’t give Brian control over specific keywords or competitor URLs.

❌ Demographic Targeting

  • Filters audiences by age, gender, household income, etc.
  • It’s broad and best for narrowing down, not for targeting intent-based behavior.

❌ Standard Remarketing

  • Targets users who already visited Brian’s site.
  • Great for re-engagement, but not helpful if he wants to reach new people considering his product.

Summary Chart:

OptionPurposeWhy It’s Correct/Incorrect
✅ Custom IntentCustom keyword and URL-based audienceTargets users actively considering products like Brian’s
❌ Similar AudiencesReaches people like previous visitorsBroader reach, lacks keyword-level control
❌ Demographic TargetingBased on age, gender, income, etc.Lacks intent data, not ideal for driving consideration
❌ Standard RemarketingRe-engages past site visitorsDoesn’t help reach new potential customers

Real-World Example

Brian was frustrated. He spent weeks running ads using In-Market audiences, but his click-through rate was low. His products were unique, and the general audience segments didn’t quite match.

Then, he discovered Custom Intent audiences.

He added keywords like “eco hiking backpack” and “lightweight recycled tent,” and used competitor URLs like patagonia.com. Boom! His ad views grew, bounce rates dropped, and he finally started getting qualified traffic that actually converted.

FAQs

Q1: What’s the main benefit of Custom Intent audiences?

A: You can create tailored targeting using keywords and URLs that reflect your ideal customer’s behavior.

Q2: Can I use both In-Market and Custom Intent audiences in one campaign?

A: Yes, you can layer or test both to compare performance.

Q3: Are Custom Intent audiences good for small businesses?

A: Absolutely! They help small brands target very specific buying behaviors without a huge budget.

Q4: Do I need a big budget for Custom Intent audiences?

A: No! Since targeting is narrow, even a small budget can go far when done correctly.

Q5: What’s the difference between Custom Intent and Custom Affinity?

A: Custom Intent is focused on immediate buying behavior, while Custom Affinity is more about long-term interests.

Conclusion:

If Brian wants to influence customer consideration and reach people actively researching products like his, Custom Intent audiences are the way to go. They’re flexible, focused, and powerful—especially when pre-made segments fall short.

Now, if you are ready, you can take the Google Skillshop test for the Google Ads Display Exam. Want more real exam questions with easy answers like this? Follow along — I’ll be breaking down more Google Ads Display Measurement Certification Free examples in the next posts.