In the realm of Pay Per Click advertising, there are a wide range of options that can be used for targeting the audience and every single options is specifically designed to create an exceptional way for advertisers to arrive at their intended interest group.
Here, in this blog we’ll go through each of the targeting options for search, display, and remarketing campaigns and how they can be used to engage with our potential customers.
Display Targeting: Display campaigns on the Google Display Network (GDN) have many diverse targeting options but mainly they are divided into two main categories:
- Contextual Targeting
- Audience Targeting
Contextual Targeting: Contextual targeting also referred to as Contextual Advertising is a form of Google Ads that is used to display ads based on theme, content or the keywords of the website. It is one of the most popular techniques of advertising that is mostly used display blogs, websites and other online stuff. It is one of the most popular ways to indicate the Google that you want to show up on sites that have relevant content to you.
Types of contextual targeting:
- Keyword Targeting
- Placement Targeting
- Topic Targeting
Keyword Targeting: Keyword targeting plays a crucial role for the Google Display Network but proper keyword research is vital before using specific keywords for your business. The Advertisers provide the list of keywords to Google, and Google will then find out the content that loosely matches the specific keywords, and then display ads on that content.
Placement Targeting: Such kind of targeting is one of the narrowest targeting Ads. The advertisers sort out the list of websites and provided it to google where would they want to display the ads. The placement targeting is one of the methods for AdSense.
Topic Targeting: It is last and widest option to reach the contextual targets. This type of technique let advertisers to choose specific topics from the list provided by Google. There are many high-level categories, most with multiple subcategories to help you find exactly the type of content you want to show up next to.
Audience Targeting: Audience Targeting is one of the key foundations of a strategic marketing campaign that specifically focuses on particular traits of the user, for example, statistic, psychographic and geology based divisions, or anticipated characteristics of the group of spectators, for example, relevant (content-based) promoting (which incorporates advertisement systems). At the point when you pick such sort of focusing on strategy, you’re revealing to Google you want to show up for people who exhibit the behaviors you’ve identified as important, regardless of what content they’re viewing.
Types of Audience:
- Similar Audiences
- Custom Intent Audiences
- Affinity Audiences
Similar Audiences: Similar audience is one of the unique categories provided by Google. Google generally reviews the user profiles within a given remarketing list to look for patterns. If a similar pattern is detected then, Google will create a Similar Audience – the list of users who behave similarly to the users in your remarketing list. You can further use this list for your AD campaigns.
Custom Intent Audiences: The custom intent audience is one of the most attractive types of audience used by Google Display Network. The advertisers use the keywords or urls to search active audience related to specific product or any service. However, when you add keywords or content just like contextual targeting, Google actively start using those keywords to search the users who have previously shown their interest in those specific keywords.
Affinity Audiences: Such kind of audience is best used when the advertiser wants to reach the large group of people for high level call to action. The list of affinity audience is a group of people who have shown their affinity towards specific product or brand.
Remarketing: Remarketing is a form of advertising that is used to connect with users you’ve interacted with previously. There are numerous ways we can put these lists together and leverage them in our PPC accounts. How about we start with the most widely recognized technique: Remarketing pixel
Remarketing Pixel: Whenever you advertise on Google, all you need to add a piece of Google remarketing code into your website, known as pixel. In other words the remarketing pixel is a little snippet of code that can be used to create a list of remarketing audience through browser cookies. You can use the snippet code for various pages to correspond to more characterized categories.
Customer Uploads: The second type of remarketing method allows the advertiser to upload their customer and promotional email address lists into AdWords. The Google Adwords then match the uploaded email list with the users on their email provider and allow you to target them. Such kind of technique provides a great way to retarget users in your CRM.
Google Analytics Import: Google provides us the option to link our adwords accounts with google analytics. Therefore, we can import the audience for ads based on accurate google analytics metrics. Google Analytics has a considerably more powerful set of audience criteria, enabling us to use site engagement, sequencing, and other points to the lists.
Demographics: Demographic targeting can be an extraordinary method to steadily impact the performance and guarantees that you’re arriving at your optimal objective target audience.These targeting layers are determined through data given to the channels when a profile is created as well as the behaviors of the user.
Generally, these targeting options are utilized as gradual layers to alter the other targeting options listed above rather than being used alone.