Who to target when setting up display advertising campaigns

by | Sep 1, 2022 | General Business

When setting up display advertising campaigns, who can you target?

Whether a small business owner or an enterprise-level marketer, display advertising can efficiently reach new customers and grow your business. However, it can also be very challenging to set up and manage effective campaigns if you don’t know what you’re doing. This post will cover tips for making the most of your Google Display Network campaigns.

The ads will be available on the Google Display Network only.

You can use different types of targeting to reach the people you want to see your ads. To learn more about demographic and display targeting, visit our Google Ads help centre.

Overall, it’s essential to know that the Google Display Network is a collection of websites that are part of the Google family. The GDN refers to traditional websites with text and images and dynamic web pages with interactive elements such as videos, apps and games (for example, YouTube).

The text and the images that you use in your ads

You can target audiences that are:

  • age-specific (e.g., 18 to 24 years old)
  • gender-specific (e.g., males only)
  • based on the location of your business or office address where you want to show ads (e.g., Los Angeles, California)

You can target more than one audience at a time.

  • You can target more than one audience at a time.
  • You can target multiple audiences at once.
  • You can target multiple users at once.
  • You can target multiple devices at once.
  • You can target multiple locations at once.
  • And you can even specify an interest or specific keyword for any one of those layers (or all of them) – so if you want to reach people who are interested in buying real estate, but not willing to move out of their current home, then by all means!

Using a combination of search and display campaigns

Combining search and display campaigns can be an excellent way to achieve branding and direct response.

The benefit of using both search and display is that you can leverage the traffic generated by your search campaign while still reaching users unfamiliar with your brand. Display ads let you show an ad to someone who hasn’t searched for it specifically — which means they’re more likely to convert to the ad itself.

If you have a product or service that’s new or unfamiliar to your target audience, consider creating a dynamic remarketing list for people who have visited certain pages on your website but haven’t signed up yet (or even bought anything). For example: If a user visits your homepage but doesn’t complete any forms during their visit, add them to this list so that when they visit another page on the site — like an article about how much money we spent at Home Depot last year—you can remarket directly into their feed!

Marketers who want to promote their businesses to people with specific interests or who are looking for products and services related to those interests

When you’re setting up display advertising campaigns, your target audience is the group of people you want to reach with your message. Your target audience might consist of people with a specific interest or looking for products and services related to that interest. For example, if you run an animal shelter, your target audience may be pet lovers interested in adopting cats and dogs from shelters.

Your ad creative should reflect the interests of this group—for example, it could show photos of adorable animals available for adoption at the shelter or highlight how many pets they’ve saved so far this year.

Targeting marketer-defined audiences built from customer lists, email addresses, phone numbers, mobile device IDs, or member IDs

When you set up an advertising campaign, you can target people who have purchased products or services. These are called direct targets because they are directly relevant to your product or service.

You can also target people who haven’t purchased anything from you yet but may be interested in doing so. These are called indirect targets because they’re not directly relevant to your product or service.

For example, if you’re selling software for mothers who want to manage their family’s schedules and finances from home, then it’s a good idea to create a list of families with children under 18 years old and whose parents work full-time outside the house (the demographic that would most benefit from using the software).

When setting up display campaigns through Google Ads Manager, we recommend using either a custom audience (built from customer lists) or an interest group (based on what websites visitors have visited) as an indirect targeting method so that when someone visits one of these websites on their mobile device browser or desktop browser they’ll see ads related to your campaign while they browse around online—even if they don’t click on those ads right away!

Advertisers can increase their reach by using Marketers_defined audiences conversion tracking data to target users who have performed similar actions on the advertiser’s sites.

Conversion tracking is a setting designed to help advertisers increase the reach of their ads. This setting allows marketers to track whether a user interacts with an ad and then performs the desired action on the advertiser’s website, such as making a purchase or signing up for a newsletter. Additionally, conversion tracking allows marketers to identify users who have performed similar actions in the past on other sites owned by the same brand (referred to as Marketers_defined audiences).

Once you’ve set up conversion tracking (you can follow these instructions from Google), you’ll be able to import any existing data into AdWords. For example, if you already have a list of all your email addresses and want them included in your targeting options for Display ads—no problem! You can select this option when creating your campaign, and it will automatically bring those contacts into AdWords so they’re ready for targeting immediately.

Based on the content of the website where your ad is placed

Another way to target your ads is to establish them on the website’s content where your ad is placed.

For example, if you sell baby products, you would want to be sure that your ads are being shown on websites that contain relevant information about babies. If you sell wedding dresses, you will want to ensure that your ads are displayed on websites with lots of wedding-related content. By doing this, people who visit these websites will see your ads and click on them because they’re interested in what you have to offer.

People who are closely interested in specific topics

When you set up a display advertising campaign, you can target people closely interested in particular topics. You do this by defining your ideal customer’s interests and selecting those from a list of available targeting options.

The Interests option allows you to select from pre-defined interest categories based on the content of websites or apps (such as movies, travel and food). When choosing an interest category for targeting, consider how well it fits your product or service. If it doesn’t seem relevant enough, try selecting an alternate category that better reflects what you’re trying to achieve with your ad spend.

You can also create custom audiences based on specific things people have done online (like visiting your website) or by grouping users who share similar characteristics (such as fans of music festivals).

Demographic information such as gender, age, marital status, or income level about an audience that a product, service, or idea appeals to or is relevant for.

Demographics are groups of people who share specific characteristics. The most common demographic attributes are gender, age, marital status, and income level.

In marketing, demographics are used to describe the characteristics of your target audience. You can use demographics to help target ads in display advertising campaigns.


The Google Display Network has been an excellent option for marketers who want to reach a specific audience based on their interests and demographics. The best way to get started is by creating your custom audience, which allows you to target users who have previously visited your site or signed up for email updates from other similar businesses. Once you’ve found potential customers through this method, it’s time for creative copywriting!