Google understand what people are interested in and look at around the internet. From this, Google builds up “interests” – it’s actually a bit more technical and involves a few more aspects but let’s keep it simple. From these interests, we can build up a profile of people that are likely to be interested in your product or services.

One very effective way of targeting customers on the Display Network and Gmail is to use what they have already searched for on Google Search. Similar to Search ads, we’ll build a list of highly targeted search terms (keywords,) plus factor in an additional list of keywords to exclude (negative keywords).

Remarketing aka retargeting targets people who have already been on your website but have not converted or bought something. You can see much more detail on how remarketing works by clicking here.

Aside from thinking about what people you want to include, it’s also important to focus on those that you don’t want. We can exclude sites that contain sensitive content like sex, bad language, conflict, etc. Clients may also want to exclude websites flagged as adult or gambling. We can also make sure the ads are only shown at the top of websites, increasing their effectiveness and reducing costs.