Display Ad Targeting Options

There are numerous Targeting Methods for targeting your Display Ads to your Audience. Please contact Third Marble to explore a few ways Display Ads can help your business.

The most common targeting options include:

Geographic Targeting
Demographic Targeting
Lifestyle Targeting
“In Market” Targeting
Contextual Targeting

Examples of Display Ad Targeting

It’s easiest to illustrate by example. Below are several examples of how a small business can get their message in front of a target audience.

EXAMPLE

A Real Estate Agency needs leads for their agents.

Demographics: 25 to 45 year olds with children, top 30% income bracket, PLUS

In Market: Recently searched for homes for sale and / or visited real estate listing websites PLUS

Geography: Located within 20 miles of Agency’s office.

EXAMPLE

A Football Team needs to sell more tickets.

Demographics: 35 to 65 year olds men, top 30% income bracket, PLUS

In Market: Custom In Market Audience for the name of the football team PLUS

Lifestyle Targeting: Football Fans

Geography: Located within 100 miles of the stadium.

EXAMPLE

A Manufacturer of Gaming Keyboards advertising their new keyboard:

Demographic: Age 18-25 Males, No Children PLUS

Custom Affinity: Avid Online Gamers

Geographic: USA

EXAMPLE

An Accountant advertising Business Formation Services

Life Change: Recently started a business PLUS

Demographic: Top 20% income PLUS

Geographic: 50 miles around Denver, CO

EXAMPLE

An Online Jewelry Store wants to sell more wedding rings.

Demographic: 25 to 35, top 50% income bracket, PLUS

Geography: USA, PLUS

Any of the following:

In Market: Recently looked for Bridal Dresses OR

In Market: Recently looked for Wedding Venues OR

In Market: Recently looked for Engagement Rings OR

In Market: Recently looked for Wedding Photographer

Example of Radius, City and State Geo-Targeting for Display Ads

Geographic Targeting (Geo-targeting)

Google Ads geo-targeting is simply a way to target Ads on the Google Display Network (or Google Search) to people that are physically located in a specific geographic area, and / or they have expressed an interest in a geographic area. Google Ads can be targeted in a few different ways:

By list of Zip Codes
By city name
By State
By country
By a radius around a specific location or city

Demographic Targeting

Google Display Ads can be targeted to some basic demographic groups. This targeting can be added to any other targeting to further focus any targeting option. Demographic targeting options include:

Age – 18-25, 25-35, 35-45, 45-55, 55-65 and 65+

Income – Top 10%, 10-20%, 20-30%, 30-40%, 40-50% and lower 50%

Gender – Male, Female

Parental Status – Children, No children

Lifestyle Targeting (Affinity Audiences)

Lifestyle targeting is called “Affinity Audiences” in Google Ads. Basically, you can target people based on their online behaviors over a long period of time. For example, a person that frequently searches for keywords related to the stock market or stock prices and frequently visits financial reporting and financial news websites would be considered an “Avid Investor." There are numerous models for Affinity Audiences, here are a few examples:

Beauty Mavens
Coffee Shop Regulars
Do-It-Yourselfers
Dog Lovers
Luxury Shoppers
Football Fans
Business Travelers
We can also create a Custom Affinity Audience for your particular target customer. Schedule a call with us to discuss the unlimited options.

Contextual Targeting

Contextual Targeting is simply targeting the content on a web page that has Google Display Network ads on that page. For example, if you were a podiatrist that wanted to get in front of people that were researching what was causing their heel pain, you could target page where Google has determined that “heel pain” was a primary topic on that page. So if you’re reading a WebMD page about heel pain, you might see that podiatrist’s Display Ad.

There are three ways to target content, by order of very broad to very specific: