Google Ads Google Ads Targeting Guide 2021. Complete Tutorial And Best Practices Of Google...

Google Ads Targeting Guide 2021. Complete Tutorial And Best Practices Of Google Ads Targeting

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Google Ads Targeting Guide

When advertising on Google Ads, you could find numerous types of targeting options and methods to reach your most valuable leads.

In this guide, you’ll find out all how to target people that could be interested in your business within the Google Ads campaign.

Within Google Display Network Ads you can choose from the following targeting types:

  • Content targeting
  • Audience targeting

Let’s break down these categories of targeting:

  • Content targeting:
    • Keyword targeting
    • Placements
    • Topics
  • Audience targeting:
    • Demographic targeting:
      • Gender
      • Age
      • Parental status
      • Household income
    • Detailed demographics:
      • Parental Status
      • Marital Status
      • Education
      • Homeownership Status
      • Employment
    • Affinity interests – What their interests and habits are
    • In-market interests and life events – What they are actively researching or planning
    • Remarketing – How they have interacted with your business
    • Custom Audiences:
      • People with any of these interests or purchase intentions
      • People who searched for any of these terms on Google
      • People who browse types of websites
      • People who use types of apps
      • People who visited certain places

Audiences and content targeting

Define who you want to target within your Google Ads campaign:

  • Audiences,
  • Demographic,
  • or Narrow your reach with:
    • Keywords,
    • Topics,
    • or Placements

google video ads targeting

Audience targeting

Audiences are groups of people with specific interests, intents, and demographics, as estimated by Google. They’re people you can show your ads to.

1.1. Define your Audiences, Demographics (People: who you want to reach)

display ads audiences

Demographics

1.2. Demographics Select your demographic targeting

google video ads targeting demographics

With demographic targeting, you can reach people who are likely to be in the demographic groups that you choose, including:

  • gender,
  • age,
  • parental status,
  • household income.

Audiences

Select one of the audience types to define who should see your ads: 

Who they are (Detailed demographics)
    • Parental Status
      • Parents
    • Marital Status
      • Single
      • In a Relationship
      • Married
    • Education
      • Current College Students
      • High School Graduate
      • Bachelor’s Degree
      • Advanced Degree
    • Homeownership Status
      • Homeowners
      • Rentals
What their interests and habits are (Affinity)
  • Beauty & Wellness
  • Banking & Finance
  • Food & Dining
  • Home & Garden
  • Lifestyles & Hobbies
  • Media & Entertainment
  • News & Politics
  • Shoppers
  • Sports & Fitness
  • Technology
  • Travel
  • Vehicles & Transportation
What they are actively researching or planning (In-market and life events)
  • In-market audiences
  • Life events
How they have interacted with your business (Remarketing and similar audiences)
  • Website visitors (People who visited your website or landing pages):
    • Visitors of a page
    • Visitors of a page who also visited another page
    • Visitors of a page who did not visit another page
    • Visitors of a page during specific dates
    • Visitors of a page with specific tags
  • App users (People who’ve downloaded your mobile app)
  • YouTube users (People who interacted with your YouTube channel or videos):
    • Viewed any video from a channel
    • Viewed certain videos
    • Viewed any video (as an ad) from a channel
    • Viewed certain videos as ads
    • Subscribed to a channel
    • Visited a channel page
    • Liked any video from a channel
    • Added any video from a channel to a playlist
    • Shared any video from a channel
  • Customer list (List of customer data that you’ve collected):
    • Emails, Phones, and/or Mailing Addresses
    • User IDs
    • Mobile Device IDs
  • Combined lists/Custom combination (A list created from multiple existing remarketing lists)
Your combined audiences (Combined audiences)
With combined audiences, you can define your ideal audience more accurately by combining existing audiences.
Your custom audiences (Custom audiences)
  • Custom Audiences:
    • People with any of these interests or purchase intentions
    • People who searched for any of these terms on Google
    • People who browse types of websites
    • People who use types of apps
    • People who visited certain places

NOTE: Adding too many targeting options or restrictions may limit your campaign’s reach.

1.2. Audiences Select audiences to define who should see your ads. You can create new audiences in Audience Manager

google video ads targeting audiences

The image below may help you choose the best audience type for your campaign goal.

detailed targeting

❗ I would suggest picking one audience type per ad group for accuracy and an easier optimization process. You may also skip the audience targeting and proceed to the next steps if you wish to target just specific placements (i.e. websites/apps/app categories/youtube channels/youtube videos)

Data from your audience sources may be used to improve the bidding and targeting of your audience campaigns.

If you’re looking to target Audience similar to that which has installed specific apps, check our article about Installed App Category Targeting


Content targeting

1.3. Content Narrow your reach with Keywords, Topics, or Placements

google video ads targeting content

Narrow your reach with:

  • Keywords (Keyword targeting lets you choose words or phrases related to your products or services. The keywords you choose help show your ads on relevant websites, apps, and videos);
  • Topics (Topics are based on broad industries or interests, such as agriculture or music.);
  • or Placements.

Keywords

1.4. Keywords Choose terms related to your products or services to target relevant content

google video ads targeting keywords

Keyword targeting lets you choose words or phrases related to your products or services to help show your video ads on relevant YouTube videos, YouTube channels, or websites that your audience is interested in.

Pro Tip: For Google Display Network Ads, keep your keyword list small, around 5-20 very related keywords and phrases that are highly relevant to your ad content.


Topics

1.5. Topics Select topics to show ads on content about specific subjects

google video ads targeting topics

Topic targeting is a simple way to place your ads on many webpages, apps, and videos about a certain subject.

Topics are based on broad industries or interests, such as agriculture or music. For example, by targeting the “Autos & Vehicles” topic, your ad may appear on websites, apps, or YouTube videos with content about cars or other automotive themes.


Placements

1.6. Placements Select your placement targeting

Placements are locations where your ads can appear on YouTube or the Google Display Network.

A placement can be:

  • Website or a specific page on a site,
  • Mobile app,
  • App categories,
  • YouTube channels,
  • An individual YouTube video.

With placement targeting, you can add placements to ad groups in your Video Ads campaigns and Google Display Network campaigns.

google video ads targeting placements

For Video campaigns: When you add Display Network placements, your ad may still run in eligible locations on YouTube. And when you add YouTube placements, your ad may still run in eligible locations on the Display Network.

Target channels, videos, apps, websites, or placements within websites. For example, you can target an entire high-traffic blog or just the homepage of a popular news site. Placements can include:

  • YouTube channels
  • YouTube videos
  • Websites on the Google Display Network
  • Apps on the Google Display Network

Note

When you add Google Display Network placements, your ad may still run in all eligible locations on YouTube. And when you add YouTube placements, your ad may still run in all eligible locations across the Google Display Network.

Keep in mind: If you have “Video partners on the Display Network” selected under “Networks” and you add Google Display Network placements only, your ads may still show on YouTube.

Previous articleYouTube Video Ads Complete Guide 2021 & Best Practices. How To Create Google Video Campaign
Next articleGoogle Ads Remarketing Complete Guide 2021

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