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Google Display Network Targeting: A Guide For Marketers

June 11, 2023
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Google Display Network Targeting: A Guide For Marketers

By Digital Journal Blog

If you want to reach more potential customers online, you might want to consider using Google Display Network targeting. This function enables you to display your advertisements on websites, applications, and videos that are pertinent to your goods or services.

We will describe Google Display Network targeting in this blog article, along with how it varies from search ads and how you can utilize it to strengthen your marketing efforts. Here are the key take-aways:

Google Display Network targeting lets you show your ads to people who are browsing the web, not just searching for something specific.

You can use different types of targeting methods to reach customers based on their interests, demographics, and behaviors.

Google Display Network targeting can help you increase your brand awareness, generate leads, and drive conversions.

Highlights

1.Search ads vs Display ads
2.What Are Targeting Display Ads?
3.How To start using targeted Display ads
4.How To reach customers based on interest?
5.How To reach customers based on demographics?
6.Summary

Search Ads Vs Display Ads

Before we dive into the details of Google Display Network targeting, let’s clarify the difference between search ads and display ads.

When someone types in a query containing your keywords, search advertising will show up on the Google search results page. If you sell shoes online, for instance, your search ad may appear when a user searches for “running shoes” or “women’s shoes.” On other websites, apps, and films that are a part of the Google Display Network, display ads can be shown.

The Google Display Network is a collection of millions of sites and apps that partner with Google to show ads. If you sell shoes online, for instance, your display advertisement might appear on a film about sports, a news site about fashion, or a blog about fitness. The main difference between search ads and display ads is the intent of the user.

Display advertisements target users who are surfing the web for general information or amusement, whereas search ads target those who are actively looking for something specific.

Therefore, search ads are more likely to drive immediate conversions, while display ads are more likely to drive brand awareness and consideration.

What Are Targeted Display Ads?

Targeted display ads are banner ads that appear on websites, mobile apps, and video content that are relevant to your products or services.

You can use different types of targeting signals to show your ads to users who are interested in your business based on their demographics, online habits, interests, or location.

Targeted display ads can help you reach a large and diverse audience online, increase your brand awareness, generate leads, and drive conversions for your business.

How To Start Using Targeted Display Ads

To start using targeted display ads, you need to create a campaign in Google Ads and choose the Display Network as your network option. Then, you need to create an ad group and choose your targeting method. You can use one or more of the following targeting methods:

Keyword Targeting: This lets you show your ads on pages that contain keywords related to your products or services. For instance, you might include keywords like “shoes,” “footwear,” or “sneakers” if you sell shoes online.
Topic Targeting: This lets you show your ads on pages that belong to a specific topic or category. By way of example, you might utilize categories like “Sports,” “Fashion,” or “Shopping” if you sell shoes online.
Placement Targeting: This lets you show your ads on specific websites or apps that you choose. For case, when selling shoes online, you might use placements like “runnersworld.com”, “vogue.com”, or “zappos.com”.
Audience Network Targeting: This lets you show your ads on websites or apps that match the characteristics of your ideal customers. For example, if you sell shoes online, you might use audiences like “Sports Enthusiasts”, “Fashion Lovers”, or “Online Shoppers”.

How To Reach Customers Based on Interest?

One of the most powerful ways to use Google Display Network targeting is to reach customers based on their interests. You can leverage several audiences to reach people who have expressed interest in particular subjects, goods, or services. Here are some examples:

Affinity Audiences: These are groups of users that share common interests or hobbies, such as “sports fans”, “auto enthusiasts”, or “gamers”. You can use affinity audiences to reach people who are likely to be interested in your products or services based on their passions. For example, if you sell camping gear, you can target affinity audiences such as “outdoor enthusiasts”, “travel buffs”, or “green living”.

Custom Affinity Audiences: These are audiences that you can create based on your own criteria, such as keywords, URLs, apps, or places that are relevant to your business. You can use custom affinity audiences to reach more specific segments of users that match your ideal customer profile. For example, if you sell organic coffee, you can create a custom affinity audience based on keywords such as “organic coffee”, “fair trade coffee”, or “sustainable coffee”, and URLs of websites that cover these topics.

In-Market Audiences: These are customers that are actively looking for or evaluating goods or services that compete with what you provide. You can use in-market audiences to reach people who have a high intent to make a purchase soon. For example, if you sell car insurance, you can target in-market audiences such as “auto insurance”, “car loans”, or “new cars”.

How To Reach Customers Based on Demographics?

Another way to use Google Display Network targeting is to reach customers based on their demographics. You can target people who fit your ideal consumer profile by using demographic factors like age, gender, parental status, family income, or level of education.

For example, if you sell shoes online, you might use demographic targeting to show your ads to women aged 25-34 who have children and a high income.

Summary

Google Display Network targeting is a great way to expand your reach and connect with more potential customers online. To display your adverts to people who are interested in your goods or services or who fit your ideal client profile, you can employ a variety of targeting techniques.

By using Google Display Network targeting, you can increase your brand awareness, generate leads, and drive conversions. To learn more about how to use Google Display Network targeting. Visit the Google Ads Help Center or contact us today.

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