Applying seasonal in-market audiences to your campaigns, such as Black Friday shoppers, can help to maximise visibility across top-of-funnel users who haven’t previously visited your website.
Google groups these users based on their recent search history and websites they’ve visited, so you can be assured that they are highly sensitive to attractive offers relevant to their interests.
For best results, use as part of a Combined Audience, perhaps merging with relevant affinity groups to form a super audience. For example, a high-end cosmetics brand may want to merge several audience layers, including luxury shopper affinity segments, in-market users for skincare, and in-market users for Black Friday shopping. The end result would be an audience that would likely outperform any single affinity or in-market audience overlay.