You Can Target by Demographic Information
So, I can target males, females, unknown. I can target certain ages. I can target parental status, or I can target household income.
Next, we have different options based on content. So, let’s select all three of these: CONTENT, TOPICS, AND PLACEMENT
CONTENT: First of all, we have targeted keywords, so we can choose terms related to our products or services to target relevant websites. So, we could choose to go after online marketing.
Once we’ve done that, we have two different options in the keyword set. First, we can show the audience, show ads to people likely to be interested in these keywords, and also on web pages, apps, and videos related to those keywords. Also, we can show just on content, or only show our ads on web pages, apps, and videos related to those particular keywords.
So, there’s a difference there. There are people who are interested in it, so anywhere online, different types of websites, or just websites that are related.
TOPICS: Now, we are going to take that and we are now going to choose the next one, which is topics. So, Google has made prebuilt topics inside of here. So, if we were to go to, let’s just say the auto industry, we have prebuilt topics of bicycles, boat wear, all different ones that are available.
So, again these are going to be topics to target web pages, apps, and videos that are about a certain topic.
PLACEMENTS: The next way that we can target is going to be based on placements. You can actually choose to show on websites or just on the YouTube channel, or certain videos, or apps (or certain app categories). I can take it a step further, though, and not only choose the website, but I can actually choose a particular website.
So, I can go down here and enter multiple placements, and let’s say that I wanted to show up on SEMrush. And enter that in there, I can add one placement, and I can see that I can show up on SEMrush with 1000 that is available. One final thing, after you’ve chosen all of these audiences, Google has snuck it in here, but they have done some automated targeting.
Their default is conservative automation, which means they’re going to go just a little bit outside of the audiences that you’ve chosen, and no thank you, Google, I want no automated targeting. I’ve chosen my targeting. I’m going to have different ad groups within there. If you find one that’s performing, then you can have Google go a little bit more on the aggressive setting.