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SEMrush Blog

Targeting Tools in Google Display Network: Choose People, Content and Websites

SEMrush Blog
Targeting Tools in Google Display Network: Choose People, Content and Websites

The Google Display Network is a wonderful resource for marketers to get their message across to their target audience. The Display Network is basically a network of the websites part of the Google affiliate network. Using the Display Network, you can have your ads placed all over the internet, maximizing exposure and visibility. Google has clearly stated that the idea behind the Google Display Network is to optimize your ads so that they are seen by the people who want to see them.

The Display Network provides a number of targeting tools you can use to choose the right people, content and websites for placing your ads. This way, you are in control of who gets to see your ads and where. There are two main tools available to you from the outset. The first one is the contextual targeting tools that help you find the relevant websites and webpages where your ads can be placed. For instance, if you sell clothes, the sites listed in front of you would relate to fashion.

While the contextual targeting tools let you choose the websites, you can also select the people who should view your ads. This is possible through the audience targeting tools. Here, you can choose the segment of the market you want to target. You can target any particular demographic or a group of people you feel would be interested in your business. For instance, you can target sports enthusiasts if you sell sports accessories and equipment.

There are several other targeting tools and methods available on the Google Display Network as well. Learning about all of them makes it easier for you to get the results you are looking for. Let’s look at the targeting tools available to you in more detail.

Placement Targeting

Through placement targeting, you can select the specific websites you want your ads to be displayed on. If you have a clear idea of the websites frequented by your target audience, you can select them on the Display Network and have them show your ads. You can select the entire website for placing ads or any specific page on it. Furthermore, you can also make use of contextual targeting tools to find other websites relevant to your business.

Contextual Targeting

We have looked at the contextual tools but it is important to give them a more in-depth look. Contextual targeting is done through content and keywords. In other words, you have to carry out content targeting by incorporating high value and relevant keywords into the content you create. This way, whenever a person types in keywords related to your business, your ads are likely to show up on the website they open up. To find the best keywords to use in your ad copy, use SEMrush. SEMrush will not only help you discover but also organize keywords.

Topic Targeting

Topic targeting is quite similar to contextual targeting in the sense that you are using the context of your ads to find customers. Using these tools, you can find the most valuable websites related to a topic. E.g. if you have a restaurant, you could look for websites related to a specific cuisine or food in general. In short, you select websites according to a topic relevant to your niche.


Often people buy something from a website never to return again. The foremost reason for this is that they were directed there randomly and had no real interest in it. Yet, they found something they wanted and bought it but didn’t bother visiting the website after that. This is where remarketing can help you out. Through remarketing, people who have visited your website are shown the ads for your business on other websites. This causes them to remember their experience transacting with you in the first instance and they are likely to pay your website another visit.

These are some of the targeting tools you can find on the Google Display Network. By no means are the only ones available to you. You can find demographic targeting and other tools for targeting marketing. The key is to select options that enable you to show your ads to the widest possible audience. The greater the number of people who view your ads is, the better your chances are of increasing your customers.

As you can see, the Display Network provides the tools you need for targeting advertising based on any filter or criterion. To accentuate the efforts you are putting in to target the right people, websites and content, you can use SEMrush. SEMrush is an all-in-one tool that you can use to get your website to the top of the search engine rankings. Though it performs a number of functions, SEMrush is primarily a tool intended to be used for finding and organizing the keywords you have to use in your campaign.

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