About targeting for Display Network campaigns

When you advertise on the Google Display Network—which has millions of 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.

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 (ex: people who’ve visited your site, or people that are likely to be in the market for a given product) or demographics (ex: young men). Learn more about reaching your audience on apps and websites.

  • When you focus your targeting on certain moments, you can specify keywords or topics to get your ads seen in the context of certain kinds of content (ex: bicycle-related content) or on certain websites (ex: a managed placement). Learn more about contextual targeting.


“Reach” is the number of people 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: Real Estate”), your ads will have a narrower reach than if you target all people in-market for real estate.

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 to people in, or interested in, both New York and San Francisco. Learn more about ad reach.


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. Learn more about bidding basics.

Automatic targeting

For targeting that quickly and automatically optimizes, 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 about automatic targeting in Display.

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