A complete guide to PPC ad targeting options

A complete guide to PPC ad targeting options
A complete guide to PPC ad targeting options

In PPC advertising, there are many different targeting possibilities accessible. Each is designed to create a unique manner for advertisers to contact their target demographic. Through PPC ad networks like Google AdWords, Bing Ads, Yahoo Gemini, and others, we’re able to provide customized messages to people based on their search behaviour, the content they see, behaviours they’ve displayed, and more. In this post, we’ll go through each targeting choice for search, display, and remarketing campaigns and how they may be utilized to engage with our potential consumers.

 Search targeting

This is the most prevalent sort of targeting. Search campaigns are a robust technique for marketers, allowing you to contact users when actively searching for information. By putting an ad on a search engine results page, you’re able to answer the user’s inquiry and maybe encourage them to make a buy. So how do you show up on these SERPs? By bidding on keywords.

A- Keywords

Keywords are phrases advertisers use to inform platforms like Google and Bing what searches we want to show up for. When someone goes to Google and types in “red shoes”, Google will scan your account to check whether you have the keyword “red shoes” in your account. If you do, you’re eligible to show up for the enquiry. If not, then your ad won’t show. Many other aspects influence whether your ads will show for a specific query, for example, keyword match types, negative keywords, and your keyword bids.

B-  Dynamic search ads

Dynamic Search Ads campaigns are relatively new to the PPC arena and shift away from keyword targeting. Instead of providing the platforms with a list of keywords, you provide them with your website, and the engines will match the user queries connected to your website content. You can allow the platform to scan all pages, some pages, or provide lists of pages it can look at, but the content governs all ad services on your website. Dynamic Search Ads are a practical option when trying to improve the reach of your current search campaigns because they assist marketers in matching relevant inquiries that are not already being bid on in the account.

Display Targeting

Display campaigns on the Google Display Network include quite a few different targeting choices but two key categories: content and audience. Contextual targeting implies your targeting options focus on the page or website's content. When you choose contextual targeting, you're showing to Google that you want to show up on websites containing relevant content. When you choose audience targeting, you're telling Google you want to show up for people who display the behaviours you've defined as significant, regardless of the content they're seeing.

Contextual Targeting

A- Placement Targeting

On the GDN, placement targeting is the most specific. Advertisers who use placement targeting provide Google with a list of specific websites where they want their ads to appear. The website must be signed up for Google's AdSense ad network for your ad to appear.

B- Keyword targeting

For the Google Display Network, keywords are a possible targeting option. They work differently on Network than they do on Search. Keywords in the GDN don't employ match types and act like. The Search uses a broad match. Advertisers provide Google with a keyword list, and Google then searches for those terms. Discover content that resembles the keywords somehow, and then show adverts on its content.

C- Topics

The third and last contextual targeting option is the most flexible topic the contextual targets' reach. Advertisers can target specific themes from Google's list and build a collection of websites and locations that meet the subject. Articles span from horticulture to enterprise software to extreme sports. From athletics to medical research, there's something for everyone. There are a lot of high-level categories, and most of them have a lot of subcategories. Assist you in locating the exact type of information you want to appear next to.

Audience Targeting

A- In-Market

In-Market audiences are similar to Topics targeting; however, they are predefined audiences instead of Google's contextual targeting groups. These are user groups that Google estimates are actively looking for or "in the market" for a particular product or service. You can browse the list of In-Market Audiences in the same way that you can browse the list of topics, and many of the audiences have similar issues to the list of Topics. InMarket audiences were previously limited to the Display Network, but Google and Bing Ads allow advertisers to layer these lists into Search campaigns. Adding this layer can assist focus the search on users who have done some research and searching.

B- Life events

Life Events is a new Google Display Network targeting tool that allows you to target individuals showing signs of significant life events. The list is now somewhat short, but Google is testing different audiences.

C- Custom intent audiences

One of the newest audiences on the GDN is Custom Intent Audiences. These lists allow advertisers to construct audiences based on products and services that your desired audience is actively investigating using keywords and URLs. Even though you're adding keywords like contextual targeting, AdWords uses them to discover users who are likely to be interested in them. Google frequently provides a list of automatically generated Custom Intent audiences based on your account's other features. These can be found in the interface above the Custom Intent section. Try one of these suggestions if you're having trouble coming up with ideas for your audience. This targeting option is suitable for contacting users who aren't on the market lists.

D- Affinity audiences

Affinity audiences have the widest reach of the Display Network targeting. They were originally intended to resemble TV audiences. These lists are groupings of people who might have an affinity toward a given industry or object, such as “Beauty Mavens” or “Social Media Enthusiasts.” These audiences are best employed when you reach a broad number of individuals for efforts like branding or high-level calls to action. Like Specific Intent Audiences, you may create your Custom Affinity Lists by adding keywords and URLs to create custom themes.

E-Similar Audiences

Similar audiences are the last form of audience target, and they’re a unique possibility. Similar audiences are a function of your remarketing audiences. Google frequently checks the user profiles within a specific remarketing list to look for patterns. If a pattern is found, Google will construct a Similar Audience, a collection of users who have similar to the users in your remarketing list. You can then apply this list to your campaigns like any other list as either the sole target or a modifier layer. If Google cannot detect a user pattern in a remarketing list, since the list is either too tiny or too vast, a Similar Audience will not be formed. To boost your chances of Google producing Similar Audiences in your account, it’s vital to create remarketing lists with relevant segmentation to increase the probability of a meaningful pattern being created.


Remarketing is a means to engage with users you’ve come in contact with before. There are various ways we can put these lists together and leverage them in our PPC accounts.

A- Remarketing pixel audiences

A remarketing pixel is a little chunk of code placed on your website that cookies users who visit your page. This cookie helps advertisers generate lists of users to target again in ad networks. Additionally, we can specify criteria for these lists to include a fixed fraction of our audience. One extremely typical list developed is a converters list, meaning everybody who made a buy from your e-commerce website or submitted a lead on your lead gen website. This list can then be used as a target audience for a campaign or as an exclusion, indicating you don’t want these users to see your ad even if they fulfill all the other targeting requirements of a campaign.

B- Customer uploads

The second remarketing list is a Client Upload, or a list of customer emails you import into Google, Bing, or Yahoo. The ad platforms will then match the email addresses you gave with the people on their email provider and allow you to target them. This list type is ideal for retarget users in your CRM or those who might not have been cookied with your pixel.

C- Google analytics import

In Google AdWords, we have the opportunity to integrate our Google Analytics and AdWords accounts and import audiences based on Google Analytics metrics. Google Analytics has a considerably more robust set of audience characteristics, allowing us to harness website interaction, sequencing, and other factors to generate our lists. Unfortunately, this form of remarketing audience is available for Google AdWords. Remarketing audiences can be used in campaigns as the sole group of people to target or as a bid modifier layer, currently termed Observation. They can be deployed to all campaign types within a given network, such as both Search and Dynamic Search Ads on the Search Network.

D- Demographics

Demographic targeting can be an excellent method to progressively affect performance or ensure you’re reaching your desired target audience. These targeting layers are determined using information given to the channels when a profile is formed as well as the behaviors of the user. Overall, these targeting settings are best utilized as incremental layers to adjust the other targeting parameters stated above rather than being used alone.

E- Age and gender

Demographic information is accessible for targeting in all Google AdWords and Bing Ads campaign types. Both channels enable bid modifiers for user Age and Gender. These targeting choices allow you to observe how your adverts are performing for a specific group of users, then adjust bid modifiers up or down to boost or lower your bids on those groups of users. Each of these targeting options life at the ad group level and can be modified in the Settings tab in Bing or the Demographics section in AdWords.

D- Household income

Google AdWords has one more demographic lever available for users residing in the United States: Household Income. The location’s average household income decides the data for these categories, so it’s not a perfect science. However, this can be an excellent lever to pull if you’re attempting to target customers based on income. This targeting option sits in the Demographics area of the AdWords interface and can be changed similarly to Age and Gender groups.

E- Parental status

Lastly, Google offers one particular demographic target intended for Display campaigns: Parental Status. Like the other targets, Parental Status lives at the ad group level and allows you to alter your bids with modifiers based on your targeting preferences or performance. Several targeting choices for PPC campaigns, each with its strengths, shortcomings, and use cases. I encourage you to seek out more information about best practices for each targeting choice and test them out in your account.

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nwldg: A complete guide to PPC ad targeting options
A complete guide to PPC ad targeting options
In PPC advertising, there are many different targeting possibilities accessible. Each is designed to create a unique manner for advertisers to contact
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