Display Ad Targeting Options on the Google Display Network
There are eight different ways to target ads running on the Google Display Network, or GDN. Each display ad targeting option is based on either the content, or keywords, of websites across the GDN, or the behavior of traffic that transits the GDN.
Choosing the Right Display Targeting Methods
To plan display ad targeting for a campaign, we first determine which of the eight types of targeting are likely to be successful: in-market, placement, affinity, custom intent by URL or keyword, customer list matching, topic, demographic, and remarketing. Compound, hybrid, and negative audiences further expand the flexibility of targeting.
Testing and Optimizing Display Audiences
A significant degree of experimentation is normally required before arriving at the best-performing type and configuration of audiences for display campaigns. This is why display targeting should be reviewed as part of broader PPC campaign management, adaptive optimization, and PPC performance review.
A quick overview of the topics covered in this article.
