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lindagray

Targeting

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Choosing the right keywords is what allows advertisers to show ads to relevant audiences.

But there are other targeting options available to optimize campaigns, including:

Device.
Location.
Day and time.
Demographics.

This way, advertisers can target users who are on mobile in the evening or users who are under 25 and within a certain radius of a particular location, in order to optimize the performance of their ads.

These targeting options are incredibly valuable because different variations of ad copy, for example, might perform better for one group of users than for another.

It can also be possible, using remarketing tools that allow for more specific ad copy messaging and adjusted budgets, to target or exclude past visitors to a website who do follow-up searches.

Bids can be automatically adjusted for keywords based on targeting options, giving advertisers more control over traffic and spend by bidding when customers are more valuable to the business.

searchenginejournal.com

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