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Display Advertising.
Targeting Methods

We use a number of display targeting methods to make sure our display campaigns produce maximum returns for the underlying budget


Remarketing (also known as re-targeting) allows you to get your ad in front people who’ve already shown an interest in your business and should be a staple for many display advertising strategies.

When someone visits your site, a cookie is downloaded onto their browser which allows us to build an audience list based on their interaction with your site or YouTube channel. We can then show them remarketing ads across the web.

This extra layer of relevancy allows you to recapture your previously engaged audience to pitch your product, service or brand. Find out how popular remarketing segmentation options and other remarketing platforms can be used to re-engage your target audience.

Placement targeting

Once the data starts rolling in from contextual targeting, we can identify the highest-performing website placements and set specific bids for these, to maximise your return on investment.

Keyword contextual

Often used as the main targeting method for an advertisers first step into display advertising. By targeting groups of keywords, we can match your ads up to relevant websites that contain your keywords within their content.

In-market audiences

Reach users who want your product or service in more places across the web. Google can determine that someone is ‘in-market’ for your product or service by the related ads they have clicked, related clicks that led to conversions and related sites and pages recently viewed.

Affinity audiences

Reach users who have shown an interest in an area that relates to you product or service. Based on previous internet activity, Google will build a profile of your users’ interests; Google Analytics then allows us to target your ads to these users across the Google Display Network.

Dynamic remarketing significantly boosts sales by reconnecting visitors with their past shopping experiences on your site and encouraging them to continue unfinished transactions

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The ‘topics’ targeting method allows ads to be show on a group of sites that Google has categorised as related to a set topic. Topics are based on the content of the site or webpage your ad appears on.


Display advertising allows you to bid higher or lower for users depending on their age or gender.The strong advantage of the above targeting methods is the ability to combine them whichever way you please to create micro-targeted campaigns. For example, if market research indicated that males aged 35 – 44 are your most valuable audience, you could bid higher for this specific demographic.

Or, if we found that no conversions were being driven from the 18 – 24 age range then you may choose to exclude this audience from your campaign entirely.

Layered targeting

Each of the above targeting methods can be used independently or conjunction with another. This allows campaigns to be created with a huge reach or micro-targeted to a niche audience, and everything in between.

Example of a micro-targeted audience for display advertising

Pictured above: Example of a micro-targeted audience for display advertising

Our ongoing optimisation process is designed to utilise the full range of targeting methods to maximise your display advertising success. Data segmentation and market research enable us to create bespoke bids for individuals based on when, what, where, and how they are viewing a webpage.

 Targeting methods effectiveness

The relative effectiveness of different targeting methods

Pictured above: The relative effectiveness of different targeting methods

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