Targeting Tools

The goal of the Display Network is simple: to bring your message to exactly the right customers wherever they are online.

  • Our contextual targeting tools match your ads to relevant web pages: like targeting golf-related websites if you sell golf clubs.
  • Our audience targeting tools match your ads to people who are most likely to be interested in what you're selling: like showing your golf ads to people who are sports enthusiasts.

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.

Keyword level contextual targeting enables you to:

  • Find engaged consumers who are interested in what you sell.
  • Use keyword-level targeting and bidding to reach your best customers.
  • Add extra power with remarketing, frequency capping, exclusion controls and other targeting tools.
  • Keep your brand safe by making sure your ads don't appear next to undesirable content.

The Google Display Network reaches 92% of all Internet users in the U.S. It's a terrific way to find new customers and grow your business.

Learn how contextual targeting works

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.

Choose a whole site or just the specific pages where you want your ad to appear. Or use placement and contextual targeting together: If you sell tulip bulbs, you can choose a website about gardening (that's the placement targeting) and then use Google contextual targeting to automatically find the pages on that website that discuss tulips. The choice, and the power, is yours.

Learn more about placement targeting


Bring good customers back

Remarketing ads are like a digital postcard you send to your favorite customers. The idea is simple: People who have already visited your site are shown your ads as they browse other sites on the Google Display Network.

For example, with remarketing you could add a “TV” tag to pages of your site where you sell televisions. Visitors will then see tailored messages on other sites about your great deals on TVs. You can even show them ads for the exact TV they looked at on your site.

Remarketing ads remind customers of your products and drive them back to your site to purchase. It's a powerful way to match the right people with the right message.

Start remarketing in minutes

Interest Categories

Show ads based on user interests

Travel ads for travel fans: that's the simple goal of interest categories.

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.

Web users can even identify their own interests through the Ads Preferences Manager, so they see the ads they want while helping advertisers reach their very best audience.

Find out more about how interest category targeting works

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.

This is an easy way to get exposure on many relevant websites, without needing to target them one by one. You'll find topic targeting under the Display tab in the main campaign dashboard of your account.

Learn more about topic targeting

Geographic and Language Targeting

Show ads where your customers are located

Ready to reach English speakers across the globe? Or Spanish speakers just in your town?

Geographic and language targeting let you display your ads by language, region, even postal code. If you're opening a new fashion boutique in Manhattan, you can create a grand opening ad to show just in the local area. Geo-targeting is also a great way for national merchants to show different ad campaigns in different parts of the country.

Learn More about geographic targeting

Demographic Targeting

Show ads to users based on their age and gender

If your typical customer skews toward 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.

Demographic targeting is particularly successful when used to refine another targeting type. For example, you can combine demographics with remarketing to show ads only to consumers of a certain age or gender who have already visited your site.

Learn more about age and gender targeting

Other Tools

Above-the-Fold Advertising

"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.
Find out more

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.
Find out more

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.
Find out more


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.
Find out more

Call 1-877-908-4179 (9am–9pm ET, Mon–Fri) for free setup support from our AdWords team when you invest $10/day or more. Or contact sales.

Read the getting started guide to learn more.