In Display Targeting, Google offers a range of Targeting Tools in order for you to reach the most relevant prospect for your business:
Contextual Targeting - Show ads on sites related to your keywords Keyword Contextual Targeting delivers relevant messages to users based on the type of content they consume. You can connect with interested consumers at the exact moment they’re actively engaged in highly relevant content across the entire Google Display Network.
Placement Targeting - Show ads on specific websites that you choose Do you already know which websites your customers visit? Placement targeting lets you put your message on exactly those sites – and on videos, RSS feeds, and mobile sites, too.
Remarketing - Bring prospects and former customers back Remarketing ads are a way to reach out to your prospects and former customers. People who have already visited your site are shown your ads as they browse other sites on the Google Display Network.
Interest Categories - Show ads based on user interests This form of audience targeting lets you target people whose online behaviors show they share a common interest, like sports or travel. Then you can show them highly relevant ads wherever they are online.
Topic Targeting - Show ads on pages about specific subjects Topic targeting is a close cousin to interest categories, but based on sites rather than audience. Pick a topic like travel, entertainment, or fitness, and Google will show your ads on groups of quality sites related to that topic.
Geographic and Language Targeting - Show ads where your customers are located Geographic and language targeting let you display your ads by language, region, even postal code. If you're opening a new fashion boutique in Paris, you can create a grand opening ad to show just in the local area.
Demographic Targeting - Show ads to users based on their age and gender If your typical customer has a particular age range or gender, you can use demographic targeting to show your ads specifically to those people who are most likely interested in your business. For example, if your products are expensive and young people are less likely to buy, you can exclude the age range of 18-24 to focus your budget only on your best customers.
"Above the fold" means your display ad appears on the first screen of a web page, before scrolling down. To keep your ads above the fold, you can exclude the 'below the fold' category in your AdWords account.
Ad Scheduling Ad scheduling (a.k.a “day parting”) lets you pick the hours and days when you want your ads to appear. You might schedule your ads to run from 3-6:00 pm, say, or only during lunch hours on weekdays.
Frequency Capping Frequency capping limits the number of times any one person can see your ad per day, week, or month. That helps you reach a wider audience instead of the same viewers over and over.
Exclusions Some advertisers don't want their ads to appear next to certain types of content, or on their competitors' sites. The Display Network handles some exclusions automatically, but you can also block sites by category or one by one.
When targeting the Display network, you can use a number of different type of ads.
1. Text ads
Text ads on the Display Network are a great way to reach your customers with easily customizable messaging. Because they're available in different formats, they can provide you with more opportunities for performance. In addition, the AdWords team is constantly making design changes to help make your text ads more effective, beautiful, and visible to your audience.
Text ads are sizeless, so they can run in any ad slot size. Here are different text ad formats on the Display Network and how they behave differently from text ads on the Search Network:
Standard text ads: This is the most common text ad format. Display Network publishers are allowed to customize the font face and the color applied to the background, font, and button of the ad in order to fit their site. If you have a favicon available on your website, AdWords will add it to your text ad, alongside the visible URL.
There are various types of standard text ads:
Full slot: These ads fill the entire space of the ad slot.