Definition Content Exclusions, formerly Site Category Exclusions, is less about placement targeting and more about Brand Safety. Here Advertisers can identify types of content (eg. tragedy, crime, sexually suggestive etc) that they do not want their Brand associated with – and opt out of them all at the Campaign level.   Intentional Tip We recommend...

Definition Customer Match refers to the ability inside the Adwords platform to upload a list of user details (eg. Email Addresses, Phone Numbers) and have Google ‘match’ them to real users (actually, their browser cookies). It must be noted that 1) all matching data is hashed, and 2) there is a minimum matched list size...

Definition Similar Audiences refers to the audiences automatically generated inside the Adwords platform from Audiences you have previously defined that contain 5,000+ cookies. These are a fantastic way to expand the reach of your message to new people who share similar characteristics to those who you already know. Similar Audience targeting leans on Google’s enormous...

Definition Remarketing refers to the ability to target users who have already interacted with your brand – whether that is having clicked an ad, been to your website, subscribed to your email list or even if they have called you. Once you have aggregated these users into appropriate audiences, we can then Remarket to them...

Definition Along with Content Keyword targeting, Managed Placements is probably one of the oldest forms of targeting still available for the Display Network. Here, you manually define ad placements (essentially URLs that are part of the Display Network) and Google will only show your ads on these placements.   Intentional Tip We call this kind...

Definition Affinity Audience targeting leans on Google’s enormous cookie database to target users who have an interest with a particular subject matter. Different to being ‘In Market’ (where a user may be actively researching an item intensely for a period before purchasing, then dropping out), Affinities more identify with who people are and their general...

Definition In-Market Audience targeting uses signals from visitor browsing behaviour. Once a users’ browsing behaviour for a particular item has exceeded past ‘normal’ levels, the user is deemed to be ‘In Market’ for that item – eg. In Market for Hotels & Accomodation. Once browsing behaviour has returned back below said threshold, the user is...

Definition Content Keyword targeting, originally known as Contextual Keyword targeting, was the original targeting type for the Display Network. Here, Google takes the keywords that you define and uses its indexing database to target related web pages and apps that are part of the Display Network. In this case, you are making an assumption that...

Definition Formally known as Display Select Keywords (DSK), Audience Keyword targeting is a blurring of the line between Search and Display. Here, Google targets people on the Display Network who, by their search behaviour, have indicated an interested in your keywords. This means that a person may have searched for your keywords but be on...