Powerful Targeting Technology
to Reach the Right Audience
Getting noticed in a sea of ads across millions of websites is not an easy task. But putting your message in front of an audience who cares about your message can help it stand out. Powerful targeting technology puts your message in front of the right people at the right time for the most effective impressions.
Contextual Targeting: Want to let Google’s powerful engine find the right web pages for your ads?
Google technology scans millions of web pages, analysing text, language, links and page structure to make sure your ad finds the best audience. With contextual targeting, we use keywords and themes to find the right placements, showing your ads on Display Network web pages that are the most suitable match for your message.
If you sell digital cameras, your ads may show up on photography blogs or camera review sites. This puts your ads in front of an audience that is interested in your business and more likely to take action.
Placement Targeting: Want to pick your own sites?
Do you already know sites that your customers frequent? Placement targeting lets you put your message where you think it’s the best match for your business. You can show your ad on specific web pages, online videos, games, RSS feeds and mobile sites that you select.
Contextual and Placement Targeting: Want to pinpoint topics on certain websites?
Narrow your scope to reach specific types of customers on certain websites by using both contextual and placement targeting at once. If you sell tulip bulbs, for instance, you might choose a website about gardening (placement targeting) and then let Google technology find pages on that website that discuss tulips (contextual targeting).
Remarketing: Want to reach people who’ve visited your website?
Remarketing allows you to communicate with people who’ve previously visited key pages on your website as they browse the web. This lets you match the right message with the right people. For example, you could add a ‘TV’ remarketing tag on all of the pages of your site where you sell televisions. Then create an AdWords campaign to show relevant messages, such as ads displaying a special offer on TVs, to people who’ve visited these pages as they browse sites across the Google Display Network.
Above the Fold Advertising: Want to stop wasting impressions?
Restrict your display ads to placements that appear completely on-screen regardless of the user’s web browser, monitor size or screen resolution. By excluding the ‘below the fold’ category in your AdWords account, ads in your Google Display Network campaign will only appear when a placement displays fully upon page-load, with no scrolling required, to drive awareness and purchase consideration for your business.
Demographic Bidding: Want to reach women? Or 20-year-olds?
Demographic bidding helps you show your ad more frequently to certain age and gender groups. On some sites, you can pay to have your ads seen more often by specific groups, such as women aged 18-24 or people over 55.
Geographic and Language Targeting: Want to reach English speakers worldwide? Or Spanish speakers in your city?
Geographic and language targeting let you display your ad by region, postcode and language. For example, you can choose to show your ad only to English or French speakers. If you're opening a new boutique in Sydney, you can create a grand-opening offer to show just in the New South Wales region.
Ad Scheduling: Want your ad to appear before lunch on weekdays?
Ad scheduling lets you specify certain hours or days that you want your ads to appear. For example, you might schedule your ads to run only on weekdays or from 3.00 until 6.00 p.m. daily. With ad scheduling, a campaign can run all day, every day or as little as 15 minutes per week.
Frequency Capping: Want to limit repeat viewings of your ads?
Frequency capping limits the number of times any individual can see your ad in one day, week or month. This can help your message reach a wider audience – not the same customers over and over.
Exclusions: Want to avoid irrelevant and inappropriate sites?
To make sure your ads don't appear next to content that's inappropriate or a bad match, Google reviews Display Network websites via technology and by hand. You can also block your ads from competing sites or from places that you find irrelevant to your business using the site and category exclusion tool.
Success Story
Jordan
Jordan, a division of Nike, executed an innovative campaign on the Google Display Network targeting a niche audience of basketball fanatics, fans, and urban youth.