How to choose the best targeting of the Google display network according to your goals?

The Google Display Network covers millions of websites, so you can get high visibility with your ads. However, targeting options for display ads aren't always the easiest to master.

With so many options, how do you set up a campaign that will be effective and that will not only get impressions? The answer lies in comparing your goals with the qualities of each targeting option.

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Why use the Google Display Network?

Compared to other networks, such as the Microsoft Audience Network, the Google Display Network is much larger and more comprehensive. This allows advertisers to obtain much greater visibility than on other networks.

The network also includes a greater variety of websites, allowing advertisers to be more specific in reaching their target audience.

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What types of ads can be shown on the Google Display Network?

Display Network ads are generally very visual and appealing to Internet users. They contain images and may also include titles and descriptions.

Display ads give you more power to customize the look and feel of the ad. You can choose to include text titles or certain images and adjust them reactively based on the available placement size, giving you more visibility and the ability to show a wider variety of ad sizes.

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What types of targeting can advertisers use on the Google Display Network?

In addition to a wide range of websites in the network, Google also offers advertisers a wide range of options for targeting the desired audience.

B2B (business-to-business) and B2C (business-to-consumer) businesses can exploit this network, with options such as audience, demographic, placement, and subject targeting. So what is the best option? Let's compare the options.

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Detailed demographics

Some companies aim to target a specific demographic of users, often based on gender, age, household income, parental status, or a combination of these options.

Detailed demographics allow you to get basic qualifying information about who your ads reach, but is that enough to produce a qualified audience? In general, no. Detailed demographics are often more effective when overlaid with other targeting options than when used alone.

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Hearings

Another method of targeting is to use specific audiences, which group users based on their online behavior. Audiences can range from a user's intention to buy to their affinity or “interest” in a topic. You can create these audiences based on their visits to your website or based on a custom formula that you create yourself.

To best analyze your audiences, you will certainly need to use Google Analytics. We give you hither the metrics that are (for us) among the most important to monitor.

So here are the different audiences you can target:

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Intent audiences

Intent audiences include users who have expressed interest in buying a good or service. Google determines which users fit these intent audiences based on their previous searches and browsing behavior.

Intent audiences tend to be an effective target audience for businesses because they target users who are near the bottom of the buying funnel. They become even more effective when layered with other qualified targeting options.

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Affinity audiences

Affinity audiences are based on a user's interests. Google measures these interests based on online behavior, as with intent audiences.

Affinity audiences tend to be a bit larger than intent audiences because they measure interests rather than specific intentions. Nonetheless, affinity audiences can be a powerful tool for the right type of business. If the user interest matches the product or service your business offers, targeting affinity audiences can attract highly qualified users.

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Remarketing audiences

Users are placed in a remarketing audience if they have visited your website or interacted with your ads in the past.

Users who have visited your website before are already familiar with your brand and have interacted with you in the past, making these prospects highly qualified. By targeting users in a remarketing audience, you can stay ahead of users who may still be in the process of making purchases and encourage them to buy from your business or submit a form.

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Custom audiences

In addition to audiences that are automatically created by Google, you can create custom audiences. Custom audiences are built based on your unique preferences for who should be part of that audience, based on their past online behavior.

Google allows you to enter keywords or websites into your custom audience. This attribute gives you the power to build a personalized audience based on your goals, not what Google determines is a good fit. That's why they're generally very effective targeting options for your goals.

To learn more about custom audiences, you can click here.

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How to choose the right Display Network targeting according to your goals?

Now that you know what the different display targeting options are, we can decide on the best targeting option for your unique goals.

First, ask yourself what your goals are. Are you trying to generate leads or purchases? Try using a targeting option at the bottom of the funnel, such as intentional audiences.

Are you trying to get the word out and increase the overall visibility of your brand? A targeting option at the top or in the middle of the funnel may be a better choice, such as affinity audiences or the keyword targeting method.

Next, think about what qualities are important to consider about your business. Are you a B2C or B2B company? Are you selling a product that is aimed at a large audience or a niche group? This will allow you to determine the degree of specificity of the audience you need to target.

Finally, don't forget to consider your target audience. Do you know what their online interests are and what types of websites they frequent? Do they belong to a specific demographic group? This information can help you determine how to target them on the Google Display Network.

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Need help with your Google Display ads?

In summary, the key to success on the Google Display Network is knowing your audience and developing a strategy so that your ads are specifically aimed at them.

We precisely have a team of qualified experts to bring your product or service directly into the eyes of your audience! Let's make an appointment and Let's talk.

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