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Digital Marketing - Study Notes:

What is targeting?

Targeting allows us to place our ad in front of the right person at the right time. Targeting our campaigns increases our audience engagement by ensuring our ads are displayed to the right people and as often as possible. Accomplishing this reduces wasted spend and increases the likelihood that campaigns will deliver a strong return in investment for us.

Google Display Planner

You may choose to start your targeting strategy by using the Display Planner Tool.

This shows you the potential reach and cost of your chosen targeting. It can be a good place to start when you start running campaigns for the first time.


When you think of targeting, there are two distinct forms, audience and contextual. Think of it as who and where.

  • Audience: Who do you want to show your ad to?
  • Contextual: Where do you want your ad to be shown?
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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Lisa Dunn

PPC Account Manager @ OMD Ireland

  • 6+ years’ experience digital marketing 
  • Expertise in PPC advertising
  • Experience in content strategy development, paid social, and display advertising
  • Work day-to-day across paid search, video advertising, and Google Shopping
  • Clients include telecoms and utilties, local Irish brands, large online retailers, and government agencies

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    Display and Video Advertising
    Lisa Dunn
    Skills Expert

    This module begins with the fundamentals of Display and Video advertising and demonstrates how to set up and manage a YouTube channel. It covers the ad formats available on the Google Display Network and YouTube and shows how to set up and manage Display and Video campaigns. It also explains how to apply audience and contextual targeting, exclusions, remarketing, and bid adjustments to target Display and Video ads at the right audience. The module concludes by identifying the key metrics and tools to use to analyze and optimize the effectiveness of Display and Video campaigns.