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Google Display Network: “Contextual & Placement targeting, Remarketing” and More to reach right audience with precision targeting

In the Google Display Network (GDN) series, this post look at the robust targeting options available to help you reach your audience with your display campaigns.

  • Contextual targeting algorithm continually scans the millions of web pages, understanding what they’re about, in real-time. Contextual targeting works well for advertisers looking to generate conversions (like sales) through always-on direct response campaigns. However, you can also use contextual targeting for branding.
  • Placement targeting allows you to specify individual placements where you’d like to show your ads. Unlike contextual targeting, keywords aren’t required; you simply choose the placements you’d like to target. A placement can be a website, or a subset of a site. Ad Planner or the Placement Tool can help you identify placements for your campaign.
  • Remarketing help you reach users on GDN based on their past interactions with your website. Remarketing is extremely effective because it targets a highly-relevant audience.
  • Interest category marketing allows you to reach people based on their interests. Leveraging the technology behind contextual targeting engine, user interests are determined based on the type of web content they previously viewed. You can select from a list of interest categories and we’ll show ads to people whose interests we think map to those categories.


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