Digital Marketing - Study Notes:
Targeting
With display campaigns, you can add targeting signals to your campaigns. This allows you to create awareness and demand for your products or services by placing your ad in front of the right people, at the right time, on the right websites. In addition, targeting increases audience engagement, reduces wasted spending on impressions or clicks, and increases the likelihood that campaigns will deliver a positive return on investment.
Targeting types
The way your ads appear on the Google Display Network depends on the type of targeting that you use in your campaign. There are two types of targeting available for display campaigns:
- Audience targeting: Use this targeting type to show your ads to particular groups of people based on specific audience criteria. For example, you could target your ads at people who have visited your website before or people who are in the market for a new car. You can also target certain demographics, such as young women. Ads can be shown to this audience on any website. You can used Google's Automated or Optimized targeting options, where it will use collected signals and AI to define your audience. Or you can choose specific criteria, so you have more control over who sees your ads.
- Content (contextual) targeting: Use this targeting type to show your ads on specific websites or beside certain types of content. For example, by specifying keywords and topics you can get your ads placed on a specific newspaper website or close to certain types of content, such as adventure travel content or home-baking content. Ads can be shown to any audience who are browsing your specified website and content types.
Generally, each time you add a new layer of targeting, you narrow the reach of your ads. For example, if you target all men who want to retire at 50, you reach fewer people than if you targeted all people considering an early retirement.
You can add items within a targeting type to expand your reach. For example, if you’re targeting people who are under 50 years of age, you can add the under 60s to your targeting to broaden your reach.
Back to TopBrooke Hess
Digital Marketing Strategist and VP of Paid Media (NP Digital)
Brooke Hess is a highly skilled and passionate digital marketer with an extensive background in the paid media space. While leading a team of Directors across strategy, paid social, paid search, and programmatic media, Brooke oversees paid media strategy for priority clients and develops effective strategies for new clients. Brooke is also recognized as a high achiever in providing effective educational opportunities for paid media professionals to ensure they get the most from their paid media strategies.
Neil Patel
Neil Patel is the co-founder of NP Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Clark Boyd
Clark Boyd is CEO and founder of marketing simulations company Novela. He is also a digital strategy consultant, author, and trainer. Over the last 12 years, he has devised and implemented international marketing strategies for brands including American Express, Adidas, and General Motors.
Today, Clark works with business schools at the University of Cambridge, Imperial College London, and Columbia University to design and deliver their executive-education courses on data analytics and digital marketing.
Clark is a certified Google trainer and runs Google workshops across Europe and the Middle East. This year, he has delivered keynote speeches at leadership events in Latin America, Europe, and the US. You can find him on X (formerly Twitter), LinkedIn, and Slideshare. He writes regularly on Medium and you can subscribe to his email newsletter, hi, tech.
