Only 5% of buyers in a given category are typically in the market at any given time. (source:

When you run intent-based audiences on platforms like Google Ads, Meta, or programmatic, you’re targeting these individuals. This is necessary in a competitive market, and depending on the size of your audience and activation tactics, you may see incremental gains.

However, if people in the market already know your brand when you run an activation campaign, you’re more likely to see success. In fact, we’ve seen that generic paid search visitors who already knew our brand converted 24% better than those who were only discovering it at that moment.

So, it’s important to find ways to target potential category buyers who aren’t currently in the market through advertising or other channels like SEO or virality. This can improve your conversion rate and increase your revenue, even if you don’t see an immediate impact on sales.

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