Marketo-DG2DA

PART V: AD TARGETING
AUDIENCE-FOCUSED TARGETING
Placement Targeting
As a type of audience targeting,
placement targeting shows your ads
on specific websites that you choose.
This type of targeting is particularly
helpful if you know which websites
your customers visit.
Websites like The New York Times
often offer placement targeting
options since they have an active and
loyal user base.
With placement targeting, you can
put your ad anywhere, like on certain
pages. Or, you can have the ad be
contextual (using the content of the
page to determine if your ad is a
good fit and on the same topic.)
Behavioral Targeting
Behavioral targeting serves ads
based on the interests of a visitor.
The visitor’s interests can be overtly
declared—via a form fill or
registration process—or they can be
inferred based on browser history,
like sites visited, searches, etc.
With behavioral targeting, a
customer’s previous online behavior
determines the ads they are served.
Geographic and
Language Targeting
Geographic and language targeting
means that your ads are targeted
based on the geographic location or
local language of a customer. This
can get surprisingly granular on
some advertising platforms.
For geography, advertisers can be as
broad as region and country and as
specific as neighborhood or zip code
in a particular city.
Geo-targeting is especially important
for businesses that operate in many
regions and want their ads to be
relevant and personal for audiences
in every region.
In this example you see the
geo-targeting capabilities of
Facebook’s advertising platform,
which allow the marketer to drill
down to a specific location and
distance radius.
Facebook Ad Targeting for Geography and Language
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