Marketo-DG2DA
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PART V: AD TARGETING<br />
AUDIENCE-FOCUSED TARGETING<br />
Topic Targeting<br />
Topic targeting is advertising based<br />
on sites that fit into a category<br />
grouping, such as marketing,<br />
entertainment, or fitness. It’s a type<br />
of targeting that is done primarily on<br />
Google, and a marketer using this<br />
type of targeting wants to target<br />
audiences based on the type of<br />
website they go to, rather than<br />
specific sites.<br />
Topic targeting is a good way for<br />
advertisers to get exposure on a<br />
wide variety of sites that are<br />
relevant, which has the benefit of<br />
introducing them to new audiences<br />
and building awareness.<br />
Keyword Targeting<br />
Keyword targeting is advertising<br />
targeted around specific keywords.<br />
With this type of targeting, you select<br />
a keyword or group of keywords that<br />
you want your ad to display for.<br />
Google is the most well known for<br />
keyword targeting-based advertising,<br />
but most platforms offer it.<br />
In the example, you’ll see Twitter’s<br />
advertising platform for promoted<br />
tweets includes keyword targeting.<br />
Twitter Advertising Keyword Targeting Dashboard
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