Targeting Google Display Network?

The Google Display Network (GDN) is a collection of millions of websites. Each has agreed to team up with Google to display ads on their site. The number of websites is growing every day as new ones are added through Google AdSense.

GDN is built to be an effective way to reach more interested users, increase awareness and possibly power up sales. Google’s targeting technology has been improved and the network is much more attractive to advertisers. Over the past few years, Google has strongly enhanced users’ control over how and where their ads are shown.

We sum up here all targeting options for the Google Display Network:

When you already know what websites your targeted audience visits most, you can decide to manage websites individually and show your ads on those websites that you think are the best match for your business.

Also, Google has set up Display Network targeting by topics, which allows advertisers to target websites relating to topics which your ads can be displayed in. This form of topic targeting allows you to select themes as well as subjects which your target audience likes. Google would then target your ads to websites related to these topics. With this additional targeting option, Google allows advertisers to select from over 1750 topics and sub-topics to target your ads, assisting them to quickly reach a large audience across the web that's actively engaged with content related to their business.

4. Interest-based Targeting

With interest targeting, you can show ads to users that are most likely to show interests for your products or services, regardless of content relevance and in addition to contextually relevant sites. When a user visits a website, Google analyzes the content of the site and then associates that information to their browser with relevant interest categories. Google takes into account how often users visit sites within those categories, among other factors, to assign interests to that user. Your ads will then show to users in the categories you have selected while they are surfing the web, not based on the current content of the page they are browsing but on the type of content they mostly browse.

Remarketing is an effective way to bring people back to your website. It allows you to communicate with people who have previously visited key pages on your website as they browse the web. This gives you the opportunity to 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 TV. Then you could create a campaign to show relevant messages, such as ads displaying a special offer on TV, to people who have visited these pages as they browse sites across the GDN.

Contextual

Based on clusters around a specific theme

Specific website, high control

Interest-based

Wide audience on many different sites, based on the person browsing rather than the content seen

Topics

Wide audience

Remarketing

Custom audience, very relevant but limited in volume