Plan Display Ad Targeting

There are 8 different ways to target ads running on the Google Display Network (GDN). Each of them is based on either the content (keywords) of websites across the GDN, or the behavior of traffic that transits the GDN.

To plan the targeting for a display campaign, we first determine which of the 8 types of targeting are likely to be successful: (1) In-market, (2) Placement, (3) Affinity, (4) Custom intent (url, or keyword), (5) Customer list matching, (6) Topic, (7) Demographic, and (8) Remarketing.

A significant degree of experimentation is normally required before arriving at the best performing type and configuration of audiences within display campaigns.