Google lets you tailor your audience so you save advertising dollars and get in front of the right people. You can upload a buyer list so that you don’t waste money on those that have already bought from you. Google also has options for prospecting audiences. For instance, In Market Audiences employs user conduct monitoring to put you in front of clients who are available in the market for a product or service like yours. You also can increase your bid for more applicable subgroups within your target audience — a tradition called layering audiences.
For instance, HubSpot may layer on those that are available in the market for CRM program and add a 30% bid adjustment as a result of those people may be more likely to convert.