Advertiser Guide 15 min read
Advanced Targeting Strategies
Master advanced targeting techniques to reach the right audience at the right time and maximize your campaign ROI.
Targeting Types
Contextual Targeting
Target based on page content and keywords
Best Use Cases:
- • Brand safety
- • Relevant placements
- • Cookie-free targeting
Pro Tips:
- Use broad and specific keywords
- Exclude negative contexts
- Test different categories
Behavioral Targeting
Reach users based on browsing behavior and interests
Best Use Cases:
- • In-market audiences
- • Interest categories
- • Purchase intent
Pro Tips:
- Layer with other targeting
- Use recency windows
- Test audience segments
Demographic Targeting
Target by age, gender, income, and more
Best Use Cases:
- • Product-specific audiences
- • Life stage targeting
- • Income-based offers
Pro Tips:
- Start broad, then narrow
- Consider household data
- Test assumptions
Geographic Targeting
Reach users in specific locations
Best Use Cases:
- • Local businesses
- • Regional campaigns
- • International expansion
Pro Tips:
- Use radius targeting
- Consider time zones
- Adjust bids by location
Retargeting
Re-engage users who visited your site
Best Use Cases:
- • Cart abandonment
- • Product viewers
- • Past customers
Pro Tips:
- Segment by behavior
- Use frequency caps
- Exclude converters
Lookalike Audiences
Find new users similar to your best customers
Best Use Cases:
- • Prospecting
- • Scale campaigns
- • Find new markets
Pro Tips:
- Use quality seed data
- Test similarity levels
- Combine with other targeting
Layering Strategies
Combine multiple targeting types for precision. Here are effective combinations:
Contextual + BehavioralReach interested users in relevant content
Geographic + DemographicTarget specific populations in key markets
Retargeting + LookalikeRe-engage and expand simultaneously
Behavioral + Time-basedReach users when they're most likely to convert
Privacy-First Targeting
With cookie deprecation approaching, focus on contextual targeting and first-party data. Build your own audience segments using conversion data and CRM integrations.
Need Targeting Help?
Our team can help you build the perfect targeting strategy for your goals.