About targeting for Display Network campaigns

When you advertise on the Google Display Network – which has over 2 million sites and reaches over 90% of people on the Internet – your ads can appear across a large collection of websites, mobile apps and video content.

Within the vast reach of the Display Network, meet your advertising goals by focusing your campaign. To do so, use settings and targeting, which can get your ads seen by the people most important to your business. This article gives you an overview of Display Network targeting methods.

Where ads might show on the Display Network

Your ads appear on the Display Network depending on the type of targeting you use in your campaign. This article explains your targeting options.

Your targeting options

On the Display Network, you can use ad group targeting to help get your ads seen by certain types of people or in certain contexts or content.

  • When you focus your targeting on certain types of people, you can aim to get your ads seen by certain audiences (e.g. people who’ve visited your site, or people that are likely to be in the market for a given product) or demographics (e.g. young men). Learn more
  • When you focus your targeting certain moments, you can specify keywords or topics to get your ads seen in the context of certain kinds of content (e.g. bicycle-related content) or on certain websites (e.g. a managed placement on nytimes.com). Learn more


“Reach” is the number of 'possible impressions' who fit within your targeting settings. Generally each time you add a new layer of targeting, you further narrow the potential reach of your ads. For example, if you set up targeting for women actively looking to buy a house (that is, “Demographics:Gender:Female” “Audience:In-market: Property”), you’ll have your ads will have a narrower reach than if you target all people in-market for property.

However, adding additional items within a given targeting type will broaden your reach. For example, if you have targeting for New York and then you add targeting for San Francisco, your reach expands. Learn more


To increase the impact of a particular targeting setting, adjust the bid for it. For instance, if showing your ad to parents is particularly valuable to you, use bid adjustments to increase your bid for parents.

Automatic targeting

For targeting that quickly and automatically optimises, use automatic targeting. With automatic targeting, you don’t need to manage each aspect of targeting – just let Google’s systems discover what strategies work best for you.  Learn more

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