Display Targeting Options

When it comes to display ad targeting, you have five different options:

• Topic: Serve your ads on sites that fall under particular topics. For example, if you’re advertising an upcoming music festival, you can target topics like “music” and “live entertainment.”

• Keyword: Serve your ads on sites related to particular keywords.

• Placement: Target specific webpages, videos, or apps. You can learn more about display ad placements here.

• Demographic: Serve your ads according to age, gender, and parental status.

• Audience: Serve your ads based on interests and behaviors.

Audience targeting

Here are the many options available to you for audience targeting with Google display ads.

• Affinity audiences: people who share a common interest, such as sports, travel, or food.

• In-market audiences: people who are actively looking to buy a particular product or service.

• Remarketing audiences: people who have interacted with your business in some way, such as by visiting your website—a great way to reengage prospects.

• Custom audiences: mix and match to create your own custom audiences.

• Excluded audiences: Google Ads allows you to exclude specific topics as well so you can your brand away from irrelevant or inappropriate content. If you were advertising super deluxe ice cream or dessert products, for example, you might exclude websites involving weight loss or healthy eating (at best, you’d be seen as irrelevant; at worst, just cruel).