Philipp Schaetz

November 13, 2020

Google Ads are a great way for your business to receive valuable leads. It is important that you invest time in setting up your Google Ads so that you can reach people who are looking for your products or services.

In this article, we will go into detail about Google Ads Targeting and introduce you to best practices for using Google Ads Targeting.

Let us begin!


If you look at Google Ads, you will see that there are many types of targeting methods for Google Ads that you can use to reach more valuable leads. There are two main categories of targeting:

  1. audience targeting

2. content targeting


arrow, target, range

Audience targeting for Google ads focuses on different ways to reach people you think will be interested in your business. You want to reach leads who are interested in your products or services. If you better target your audience, you are more likely to receive valuable leads.

Let's look at some targeting methods you can use for Google ads.

a) Demographic targeting
The most common form of targeting in Google Ads is demographic targeting. This practice focuses on targeting people based on demographic information.

Demographic information includes:
Device type
This is all information that is specific to each member of your targets.

Companies often use demographics to reach specific groups of people because certain types of people are interested in their products or services.

By targeting demographics, you can more effectively reach those leads who are interested in your business.

b) Interest targeting
In interest targeting, Google divides individual users into groups based on their web behavior. Many people interact with each other on the web in different ways. Certain people may take actions that suggest they are more likely to buy your products or use your services.

There are two types of interest targeting that you will encounter:

In-marketing targeting: This targeting shows ads for users who have searched for products or services like yours. These users are closer to conversion, so target them with the intention of getting them to select and convert your business.
Affinity Targeting: Data is collected as each user browses pages, applications, channels, videos and content on YouTube. Google creates a profile of that person and allows you to target those people based on their affinity.
Interest targeting is an easy way for your company to reach people who are interested in your products or services and take advantage of contextual targeting.

c) Remarketing
Remarketing is one of the most popular forms of advertising. These Google ads are aimed at users who have previously interacted with your content. Remarketing ads are designed to make leads think about your business again and consider buying from you.

You can re-target users at any stage of the digital marketing buying funnel as long as they have visited your site or clicked on your ad. The goal is to get users to come back to your business and make a purchase.


In addition to targeting, you can also target by content. With content targeting you can reach people who are looking for certain types of content. Here are some examples of content targeting that your company can use.

a) Keyword targeting
Google places ads next to content that matches the search terms. You can select specific keywords to ensure that your ads appear before relevant leads that search with those keywords.

For example, you can use the keyword "women's fashion for winter" as a search term. By targeting this keyword, Google can place your ad on the same page as a winter fashion article.

b) Thematic targeting
As you develop your targeting strategy for Google's display network, you have the opportunity to target multiple pages on a specific topic. In this way, you can reach a wide range of pages.

Google analyzes web content to determine the central theme of each web page. You align the displays based on your choice of topic. This means that you can reach people on websites that fall within the selected theme.

c) Placement targeting
Placement targeting focuses on giving your company the ability to select the sites where your ads will appear. Your placement can be on an entire website or a subset of a website. You choose the domains that best suit your business.

This means you can focus on placing your ads on sites that your audience is most likely to browse. For example, if you sell women's clothing, you can target domains of fashion bloggers to place your ads on their site.

However, this does not guarantee that you will appear on these domains. Your bid amount must be equal to the amount they charge for placing your ad on their site.


etzt, because you know the different types of targeting you can do with your Google Display Network targeting strategy, take a look at these three best practices for running a successful campaign.

know your target audience and segment it

If you want an advertising campaign to be successful, you need to know your target audience. You want to reach the people who are most interested in your company. When you know your target audience, you will reach more relevant leads

If you know demographic data such as socio-economic status, interests, hobbies and profession, you can target people who are interested in your company.

Once you know who is interested in your business, you can segment your audience.

You will have subgroups of people who are interested in different products or services that your company offers. By segmenting your audience, you can create a more personal experience for them.

use display targeting exclusions

When you run a Google Display ad campaign, you may come across certain aspects that you want to exclude from your campaign. You can exclude keywords, placements, interests, audiences, topics, and demographics.

Exclusions are added to prevent poor performance or to filter out irrelevant leads. This is beneficial to your business because it prevents you from targeting keywords or people that are costly but bring little or no conversions to your business.

focus on site selection

Location targeting is one of the easiest ways to create an audience. When you set up your targeting strategy for the Google Display Network, you should double your on-site targeting.

So what does it mean to double on-site targeting?

When targeting local customers, you want to target location-based keywords and a radius around your store. That means you should target keywords like "hair salons in Harrisburg, Pennsylvania".

By focusing on local targeting, you can target more relevant leads. You will attract more people to your location and attract new customers to your business.

If you look at the targeting settings for your location, you will see three different options:

Reach people who live in or show interest in your destinations
Address only people at your locations
Only contact people who are looking for your locations
If you want your campaign to achieve the most effective results, focus on targeting only people in your locations or people looking for your locations. In this way, you can ensure that you only target people in your locations who are looking for your business.

The first option, targeting people who are interested in your destination, can result in wasted advertising dollars. Someone 1000 miles away might search and find your company, but since they are so far away, they will rarely choose to do so. If you focus on the other two options, you will get more valuable results.


Google Ads Targeting is a great way for you to create more effective advertising campaigns on Google. You will reach more leads interested in your business, which will lead to better results from your campaign.

If you need help using Google Ads Targeting, contact us online to learn how we can help you get started.

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