Google’s Display Network targeting options

The targeting options that are now available in the enhanced GDN platform have been vastly improved through Google’s recent overhaul of the interface within AdWords. They improve the way in which the two key marketing objectives are met: branding (through awareness/engagement) and performance improvements (through direct response/conversions).

The way in which the audience for the former objective of branding is reached is through the broad placement/topic categories, as well as the more specific keyword contextual targeting. Interest category (based on interests and behaviour online) and demographic targeting then can further define this audience to a more granular level.

For example, a company that wants its audience to learn more about their particular basketball trainers can use the interest category targeting to show their ad to a wide range of people classified as “basketball enthusiasts”. Also, through using keyword contextual targeting to show the ad on web pages with basketball content, using keywords such as “basketball trainers” and “basketball shoes”.

The more specific audience for the latter objective of conversion performance through direct response can be found and reached directly through keyword contextual targeting, i.e. by targeting web pages with content that contain keywords that describe the product to be sold, such as “basketball trainers”. So this audience is immediately more specifically defined than “enthusiasts”, through not using the broader placement/topic categories.

Once this particular audience is found on sites that contain “basketball trainers” keywords, other interest categories or their demographics can further define this audience (and similar users) allowing it to be segmented further. If they decide not to purchase or register (i.e. “convert”) on these relevant sites, this particular audience can be tracked and targeted through remarketing. Further relevant ads would then be shown to them, to provide incentives to return to the website and convert.

These methods of targeting, particularly the new capability of more granular Display Network targeting through “Next-Gen Keyword Contextual Targeting” are a significant improvement. According to Google, this will provide publishers with better performing ads and greater engagement with their target audience, while users will see more relevant ads.

If you’d like more information about how these improvements in GDN targeting can enhance the online marketing of your business, contact us now.

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