List of all Adwords In-Market segments

Below is a list of all the in-market segments currently available in Adwords, grouped by the market segment;


  • Baby & Children’s Products
  • Baby & Children’s Clothing
  • Baby & Toddler Clothing
  • Children’s Clothing
  • Baby & Toddler Feeding
  • Infant Feeding Supplies
  • Toddler Meals
  • Child Car Seats
  • Childcare & Education
  • Childcare
  • Early Childhood Education
  • Nappies & Baby Hygiene Products
  • Pushchairs & Prams
  • Toys & Games
  • Beauty Products & Services
  • Bath & Body Products
  • Hair Care Products
  • Make-up & Cosmetics
  • Skin Care Products
  • Spas & Beauty Services
  • Tanning & Sun Care Products
  • Business Services
  • Advertising & Marketing Services
  • SEO & SEM Services
  • Business Financial Services
  • Business Printing & Document Services
  • Business Technology
  • Enterprise Software
  • CRM Solutions
  • Collaboration & Conferencing Tools
  • ERP Solutions
  • Helpdesk & Customer Support Solutions
  • Network Systems & Services
  • Hosted Data & Cloud Storage
  • Network & Enterprise Security
  • Network Equipment & Virtualisation
  • Network Management
  • Web Services
  • Domain Registration
  • Web Design & Development
  • Web Hosting
  • Corporate Event Planning
  • Office Supplies
  • Office Furniture
  • Payment Processing & Merchant Services
  • Payroll Services
  • Staffing & Recruitment Services
  • Cars & Vehicles
  • Car Parts & Accessories
  • Automotive Electronic Components
  • Car Batteries
  • Car Brakes
  • Car Exterior Parts & Accessories
  • Car Interior Parts & Accessories
  • Engine & Transmission
  • High Performance & Aftermarket Car Parts
  • Wheels & Tyres
  • Car Repair & Maintenance
  • Brake Service & Repair
  • Collision & Car Body Repair
  • Glass Repair & Replacement
  • Oil Changes
  • Transmission Repair
  • Motor Vehicles
  • Motor Vehicles (By Type)
  • 4x4s
  • Classic Vehicles
  • Compact Cars
  • Convertibles
  • Coupes
  • Crossovers
  • Diesel Vehicles
  • Estates
  • Hatchbacks
  • Hybrid & Alternative Vehicles
  • Luxury Vehicles
  • Microcars & Subcompacts
  • Motorcycles
  • Off-Road Vehicles
  • Pickup Trucks
  • Saloons
  • Scooters & Mopeds
  • Sports Cars
  • Vans & Minivans
  • Motor Vehicles (New)
  • Motor Vehicles (Used)
  • Motor Vehicles by Brand
  • Acura
  • Alfa Romeo
  • Audi
  • BMW
  • Buick
  • Cadillac
  • Chevrolet
  • Chrysler
  • Citroën
  • Dodge
  • Fiat
  • Ford
  • GM-Daewoo
  • GMC
  • Honda
  • Hummer
  • Hyundai
  • Infiniti
  • Isuzu
  • Jaguar
  • Jeep
  • Kia
  • Land Rover
  • Lexus
  • Lincoln
  • Maserati
  • Mazda
  • Mercedes-Benz
  • Mercury
  • Mini
  • Mitsubishi
  • Nissan
  • Peugeot
  • Pontiac
  • Porsche
  • Renault
  • SEAT
  • Saab
  • Saturn
  • Scion
  • Subaru
  • Suzuki
  • Toyota
  • Vauxhall-Opel
  • Volkswagen
  • Volvo
  • Vehicles (Other)
  • Bicycles & Accessories
  • Boats & Watercraft
  • Campers & Motorhomes
  • Commercial Vehicles
  • Clothing & Accessories
  • Activewear
  • Costumes
  • Formal Wear
  • Bridal Wear
  • Suits & Business Attire
  • Handbags
  • Jewellery & Watches
  • Fine Jewellery
  • Watches
  • Wedding & Engagement Rings
  • Lingerie
  • Luggage
  • Men’s Clothing
  • Outerwear
  • Perfumes & Fragrances
  • Shoes
  • Boots
  • Dress Shoes
  • Trainers
  • Swimwear
  • Wallets, Briefcases & Leather Goods
  • Women’s Clothing
  • Computers & Peripherals
  • Computer Accessories & Components
  • Computer Monitors
  • Memory & Storage
  • Computers
  • Desktop Computers
  • Laptops & Notebooks
  • Tablets & Ultraportable Devices
  • Printers, Scanners & Faxes
  • Consumer Electronics
  • Audio
  • Pro Musician & DJ Equipment
  • Speakers
  • Stereo Systems
  • Camcorders
  • Cameras
  • Camera Lenses
  • Digital SLRs
  • Game Consoles
  • Nintendo Consoles
  • Sony PlayStation
  • Xbox
  • Home Cinema Systems
  • Mobile Phones
  • Televisions
  • Dating Services
  • Education
  • Exam Preparation & Tutoring
  • Foreign Language Study
  • Post-Secondary Education
  • Arts & Design Education
  • Business Education
  • Cosmetology Education & Training
  • Technology Education
  • Primary & Secondary Schools
  • Study Abroad Programmes
  • Employment
  • Accounting & Finance Jobs
  • Career Consulting Services
  • Clerical & Administrative Jobs
  • Education Jobs
  • Executive & Management Jobs
  • Government & Public Sector Jobs
  • Health & Medical Jobs
  • IT & Technical Jobs
  • Internships
  • Legal Jobs
  • Resumes & Portfolios
  • Retail Jobs
  • Sales & Marketing Jobs
  • Temporary & Seasonal Jobs
  • Event Tickets
  • Concert & Music Festival Tickets
  • Performing Arts Tickets
  • West End & Theatre Tickets
  • Sports Tickets
  • American Football Tickets
  • Baseball Tickets
  • Basketball Tickets
  • Football Tickets
  • Hockey Tickets
  • Financial Services
  • Banking Services
  • Debit & Cheque Services
  • Savings Accounts
  • Credit & Lending
  • Business Loans
  • Car Loans
  • Credit Cards
  • Credit Reports & Monitoring Services
  • Mortgage
  • Home Equity Loans
  • Home Purchase Loans
  • Mortgage Refinancing
  • Personal Loans
  • Student Loans
  • Financial Planning
  • Estate Planning
  • Retirement Planning
  • Insurance
  • Car Insurance
  • Health Insurance
  • Home Insurance
  • Life Insurance
  • Travel Insurance
  • Investment Services
  • Tax Services
  • Gifts & Occasions
  • Flowers
  • Gift Baskets
  • Holiday & Seasonal Items
  • Christmas Items & Decor
  • Halloween Items & Decor
  • Valentine’s Day Items & Decor
  • Party Supplies & Planning
  • Event Planning Services
  • Party Supplies
  • Personalised Gifts
  • Photo & Video Services
  • Event Photographers & Studios
  • Photo Printing Services
  • Wedding Planning
  • Home & Garden
  • Home & Garden Services
  • Architectural Services
  • Carpet Installation
  • Door & Window Installation
  • Electrician Services
  • Flooring Services
  • General Contracting & Remodelling Services
  • Home Cleaning Services
  • Home Inspection Services
  • Interior Design & Decorating Services
  • Landscape Design
  • Locksmith Services
  • Painting Services
  • Pest Control
  • Plumbing Services
  • Roofing Services
  • Home Appliances
  • Cooking Ranges & Stoves
  • Dishwashers
  • Microwaves
  • Refrigerators
  • Small Appliances
  • Coffee & Espresso Makers
  • Juicers & Blenders
  • Mixers
  • Vacuums
  • Washers & Dryers
  • Home Furnishings
  • Bedroom
  • Home Office
  • Home Storage & Shelving
  • Kitchen & Dining Room
  • Living Room
  • Nursery
  • Home Improvement
  • Flooring
  • Kitchen & Bathroom Cabinets
  • Kitchen & Bathroom Counters
  • Paint
  • Plumbing Fixtures
  • Tools
  • Home Security
  • Interior Design
  • Curtains & Window Treatments
  • Fireplaces
  • Lights & Fixtures
  • Rugs & Carpets
  • Outdoor Items
  • BBQs & Grills
  • Garden & Outdoor Furniture
  • Lawn Mowers
  • Pools & Spas
  • Property
  • Commercial Properties
  • Commercial Properties (For Rent)
  • Commercial Properties (For Sale)
  • Moving & Relocation
  • Residential Properties
  • Residential Properties (For Rent)
  • Apartments (For Rent)
  • Houses (For Rent)
  • Residential Properties (For Sale)
  • Apartments (For Sale)
  • New Apartments (For Sale)
  • Preowned Apartments (For Sale)
  • Houses (For Sale)
  • New Houses (For Sale)
  • Preowned Houses (For Sale)</li>
    • <li>Software
  • Antivirus & Security Software
  • Audio & Music Software
  • Business & Productivity Software
  • Design Software
  • Drawing & Animation Software
  • Photo Software
  • Tax & Accounting Software
  • Video Software
  • Sports & Fitness
  • Fitness Products & Services
  • Exercise Equipment
  • Fitness Classes & Personal Training Services
  • Gyms & Athletic Clubs
  • Outdoor Recreational Equipment
  • Camping & Hiking Equipment
  • Fishing Equipment
  • Sporting Goods
  • Golf Equipment
  • Winter Sports Equipment & Accessories
  • Telecom
  • Cable & Satellite TV Providers
  • Internet Service Providers
  • Mobile Phone Service Providers
  • Travel
  • Air Travel
  • Bus & Rail Travel
  • Car Hire
  • Cruises
  • Hotels & Accommodation
  • Holiday Rentals
  • Trips by Destination
  • Trips to Asia-Pacific
  • Trips to Europe
  • Trips to Latin America
  • Trips to Middle East & Africa
  • Trips to North America

How In-Market Audiences Work

So what makes an in-market audiences? Google uses real-time data to categorize a potential customer with intent to buy. Google will factor in metrics like:

  • Browsing History
  • the proximity and frequency of visits
  • Related Ad clicks
  • Conversion metrics

These audiences are designed for advertisers focused on getting conversions from customers most likely to make a purchase. In-market audiences can help drive remarketing performance and reach consumers close to completing a purchase.


Digital performance and the board


Digital is already a strategic core to many businesses. With the appointment of Chief Digital Officers (800+ of them in Australia), boards have a responsibility to oversee and hold accountable digital technology and capability.

Wedged between the CMO and the CTO, a Chief Digital Officer has a broader remit to drive growth, especially by converting traditional “analog” businesses to digital ones.

A board ordinarily has two fundamental responsibilities; to ensure compliance and to improve performance. Broadly responsibilities can be set out in the following areas;

  • Vision, purpose and values of the organisation.
  • Approvals of strategy and budgets
  • Appointment, performance evaluation of the CEO.
  • Risk oversight.
  • Providing a check on external financial and non-financial reports.
  • Supporting effective engagement with key stakeholders.


So how can a digital report and educate a board?

In my opinion just having an expert in digital on a board is going to be a step in the right direction. Extensive digital expertise is going to bring a new lense to discussion, as well as in depth knowledge of technology, analytics, customer behavior and risks.

Depending on the industry and mission, there are few key performance measures and risks that can be used to report the organisation’s overall digital health. These can either be summarised in a board report, or built into a reporting dashboard. Ordinarily you would also include actual vs planned and an explanation on the variance.

Strategic overview – Internal and external digital strategy (or project) summary with planning objectives and KPIS. This should cover data, channel, process, technology, and customer strategy at a minimum.

Brand Performance – Tools like Sprinklr can give regular benchmarks for brand sentiment and reach. This can also include a topic based view of brand priorities.

The Customer – Overall change in revenue and a channel view of that, including ROI on acquisition strategies and key account performance. Retention and return rates. Voice of customer feedback.

Asset performance and value – Internal process assets such as payroll, ERP, payables and CRM. Cost savings and the value of performance improvements can be given real values.

External customer facing assets such as portals, tools, social channels, websites. Web ranking for key industry terms, overall number of users (new vs existing).

Risk and issues – Brand, process, customer and legal risks. These might cover DDos protection, uptime, bottlenecks or even privacy and data risks. This could also include revenue risk and changes to the market.

Competitive landscape – Key competitive changes and challenges to digital position.

Recent work with companies indicates that there are significant rewards for relevant information and insight that drives actions at the operational front line.

Content Strategy and SEO

If you search for content marketing and look at the top 5 images, and the top 5 search results, it is hardly mentioned.

In the images I could find, it was represented in user research at the start, but not further downstream.

If you look at most content strategies, the focus is on process, governance, content production, or on the types of content you should produce.

It is the one thing that is guaranteed to bring clients, readers and attention. If it is done right, it can also increase the value of your brand in the eyes of customers.

I am talking about SEO.

SEO is something that needs to be at the core of your content strategy, from conception to creation to marketing to client engagement. It should be a major part of the overall strategy, including which topics you want to own and how you are going to analyse the search traffic that you generate.

Read More about SEO and content strategy here.

How CPC is REALLY calculated

Google claims that the cost of advertising (CPC) using Adwords is a fixed calculation from when they

“combine the components of Quality Score, the max. CPC bid, and the expected impact of extensions and other ad formats to determine Ad Rank.”

Then as an advertiser your bid and subsequent placement is based on the results of that auction (Ad Rank).

However, over the last few years it has become clear that there is more at play than that. If we can assume that the impacts for quality score and competition  (the number of advertisers for that keyword) remains the same, then we can only assume that the final cost calculation is what is changing. If more advertisers are bidding, there is an increased competition, and the average CPC should rise or fall within a similar ratio.

I have been tracking the cost of advertising using Google Adwords for well over a 6 years now. You can find the raw data here. Using a basket of keywords that range from “Plumbing” to “Business Supplies”, we used Google’s Keyword tool to find the average CPC and the competition for over 90 different keywords.

In the very least, we can see from the data and the graph above that, for Australia, competition has declined by 8% but the cost of advertising has increased by 32%. So effectively fewer advertisers are spending more on their advertising.

You can read more on Adwords CPC here.


Selling the invisible is becoming more important as more businesses break down barriers and move their offerings into web based, 24/7, solutions. The difficulty is that without a tangible demo, or without something that people can play with, how do you describe and sell the services?

To be successful in productization efforts, a firm has to be able to balance how they create services, and their ability to sell. 

Content Marketing KPIs

When making the case for content marketing, it is often not the marketers or the writers who have the final say on the content. Subject experts, heads of technical departments, figureheads all want their voice to be represented in their own way, often ignoring the needs of the reader.

I looked at around 3000 pages spread across several sites, and compared a few measures of readability with engagement. There were a few clear trends that have emerged.

What are your content KPIs? Read More Here

Elements of a Digital Culture

Culture’s all that invisible stuff that glues organizations together, and it trumps strategy every time. So how do you build a strong, powerful, digital culture? One that can respond to changes and challenges. One that grows as fast as the need?

Terry Deal and Arthur Kennedy wrote a book called Corporate Cultures: The Rites and Rituals of Corporate Life, explaining company culture has four essential ingredients:

  • Values/beliefs – set the philosophy for everything a company does, essentially what it stands for
  • Stories/myths – stories are about how founders/employees get over obstacles, win new orders…
  • Heroes – what gets rewarded and celebrated, how do you become a hero in the organization
  • Rituals – what and how does a company celebrate?

All these ingredients build and reinforce the culture that you want, but what is important in a digital culture? Read More Here

Content Performance KPIs

Content performance KPIs come in a few different flavours. Often we will need to quickly assess how much work a large site needs in order to improve its performance, or even if the content created for a campaign needs work.

That is where the content matrix above comes into its own. Similar to BCG’s 2×2, using a measure of engagement (which could be clicks, time on site, conversions, revenue or any measure), and traffic, you can quickly see the actions that need to be taken on that content. A more solid measure would be to give these a factor over time, so clicks per day, so that new content is given the same chance as old content. You can then use scatter graph of engagement vs traffic to see how they apply to specific pieces of content, see below.

Read more here.


SEO For Industrial Suppliers

Landing the coveted top spot in search engine ranking may not be enough to ensure quality, high-volume traffic to your site. According to statistics gathered by Brafton, 50 percent of consumers are more likely to click a link if there is brand proliferation through the top page of search-engine results. To achieve such results, industrial companies need a well-planned approach to search engine optimization.

Strong Content Strategy

Three-fourths of Internet marketers use content creation as a driving force. It’s not enough to plaster social media profiles, webpages, and blogs with content that includes keywords. A complete content strategy includes:

An understanding of the target audience
Relevant content that informs or entertains
Consistently new content
A well-planned web of information

Take time to understand who your customers are and what they are looking for, and then decide how you can fill those needs with articles, blog posts, and white papers. Cross-link between social media platforms and your webpages to drive additional traffic. If you pay for content creation, hire experienced writers who do more than surround keywords with other words.

SEO via Whitepapers

Forty percent of Internet marketers rate whitepapers as very effective for SEO purposes. Industrial businesses that are targeting experienced, technical, and knowledgeable business customers can leverage whitepapers as a marketing and customer service tactic. Making free whitepapers available on your site boosts keyword ranking in the best possible way: You aren’t striving to build content around keywords; the keywords are naturally included when you provide customers with important information.

Whitepapers have an added benefit. Once the customer finds your site due to higher ranking, they’ll appreciate the expertise illustrated by your documents. They’ll also be glad to find someone willing to share some knowledge, and these factors could play a pivotal role when it comes to making a decision about contracts or orders.

Always Leverage Existing Pages

Many businesses concentrate on creating unique content like whitepapers and blogs posts and forget to leverage existing content for SEO purposes. As an industrial supplier, you should have something that resembles a product catalogue online. Every product listing is an opportunity for strong SEO; you should never simply list a picture, a title, and a price. SEO opportunities on a product page include:

Page title
Product name
HTML tags for pictures
A short product description
Meta title
Meta description

Creating all of this content for every item in your catalogue is tedious, but the SEO value is worth the time if you do it right. Product listings are one of the few places where content can remained unchanged over long periods, although revamping content on an annual basis is not a bad idea. At the very least, you should maintain accurate content by removing out-of-date listings and keeping all links live.

Create an Authoritative Brand

Define what you want customers to know about your business, and become an authority in that area. Don’t just sell your products; explain how to use them, provide tips for getting the best results, and post video or article how-tos related to your industry. Not only does this content work for keyword purposes, but it also increases backlinks. If you’re the business with the expertise, other organizations will start linking to you on their pages, driving up your rank in the search engines while directing traffic to your site.

Creating an authoritative presence on a variety of sites, including blogs, your webpage, and social media, will increase your SEO value. You’ll also see your brand showing up multiple times for each search, increasing the likelihood of a click.

Adwords For Channel Sales


You can use Adwords to drive Channel sales using MDF in an accountable way.

  • Adwords allows you to track which products are being sold and where
  • You can allocate budgets based on specific customers and their MDF levels
  • You can track what traffic is going to what pages, and what their conversion rates are.
  • You have complete control over the campaigns and the copy
  • You can instantly change campaigns based on programs you are running
  • There is continuous feedback on the performance of these campaigns

There are multitudinous benefits to using Google Adwords to Drive Channel traffic. This article will address those momentarily, but first this article will take a succinct look at the effective ness of a well devised Google Adwords campaign.

It’s actually rather simple. Google is the most powerful single entity on the web and it has used its positioning and industry expertise to develop an almost endless supply of utilities to assists its users in achieving their primary goals, whatever those goals may be. If you are trying to achieve a specific task on the web, Google has a utility to facilitate it.

The two elements that must exist for equitable commerce to take place is a force to drive demand (the consumer) and a mechanism to meet demand (business). Google is unique in that it is the primary medium for both elements. In simple this means that Google is in the best position to connect its searchers with its advertisers. How they do this is through a number of complex engagements that involve ever evolving algorithms and specific and clear parameters. It is not the intent of this article to be ambiguous; it is simply reflecting the nebulous nature in which Google reveals its methodology. The bottom line is that they are extremely effective at connecting the two primary elements of successful commerce.

Below you will find 5 reasons why using Google Adwords to drive Channel traffic is a good idea:

  • Using Google Adwords provides almost unlimited control in how you set up and manage your campaign. You are able to manage the content, which is huge. When you are able to manage the content you control your own branding power. The internet is one of the most powerful branding tools available to any business and with content control; you can easily and consistently build and manage your brand.
  • Being able to monitor the effectiveness of every particular aspect of any marketing campaign is huge. Google Adwords provides its users with unsurpassed analytical capabilities. You can run reports on every aspect of your campaign. You can test multiple campaigns against one another to determine which campaign produces best in a particular situation. The superior analytical support provided by Google creates a great platform for a successful online marketing campaign.
  • You also have the ability to totally control your budget. You determine exactly how much money you are going to spend on each campaign. One of the beautiful things about a Google Adwords campaign is the fact that you only pay for click-throughs and you determine your daily budget.
  • Adwords is also a good testing format for larger scale campaigns
  • With Google Awords you are in total control of what channels your traffic is driven to. Your landing pages are designed to send your traffic where you want them to go.
  • The program also provides CRM (Customer Relation Management) support. The program allows you to collect valuable CI (Customer Intelligence), both of which provide the platform to improve your understanding of your customer and the best possible way to engage your customer. Being able to manage the complete customer lifecycle is extremely important to growing your business.
  • The traffic that is being driven by these Adword campaigns are more targeted; meaning these are people who are looking to spend; the people you want to connect with. You know this because of the keywords they had to use in order to find your particular landing page.
  • The simplicity in the process of changing your campaign on the fly is another great reason to use Adwords. You can make micro or macro adjustments to your campaign at will. This can be done until you find your sweet spot. All of the tools are in place to make the process extremely simple and successful.

Google is invested in the success of its users, which means you have an unparalleled support system that is designed to insure your success.