Google recently shared their 2017 AdWords product roadmap at Google Marketing Next. Because the audience is primarily comprised of executives at big agencies and big brands, and Google is doing its best to get them excited about all their capabilities, the event sometimes skims over some of the details that matter to those of us managing accounts day-to-day. Custom in-market audiences for search How often have we all wished for a way to look beyond the query and distinguish between a prospective buyer and a kid doing research for a school project? Access to in-market audiences lets us make that distinction so that we can bid more aggressively for better-qualified leads. But guess what? Everyone will now bid more for better-qualified traffic because it should convert better. According to Bhanu Narasimhan, Google’s director of audience products, conversion rates for in-market audiences are on average 10 percent better. Google said this feature will be available by the end of 2017. Get the full story at Marketing Land Read also "Powering ads and analytics innovations with machine learning" at Google Inside AdWords