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Targeting your audience

Showing your ads to the right customer is a key part of a successful advertising campaign that helps you reach your goals. Here are the different ways in which you can use AdWords to display your ads:

Keyword targeting

Use keyword match types suDisplay Network targeting
In addition to keywords, you can use different targeting methods to match your ad to places or audiences on the Display Network. These include:
1. Contextual targeting: Match relevant website content using keywords or topics
2. Audiences: Reach specific groups of people using affinity audience, in-market audiences, remarketing and/or
demographics
3. Managed placement targeting: Select specific websites and apps
AdWordsch as broad match, broad match modifier, phrase match, exact match and negative match to control which searches trigger your ad. You can also add negative keywords for campaigns that show ads on the Search Network or keyword exclusions for campaigns that show ads on the Display Network.

Setting bids and budgets

Once you have decided which networks you want to display your ads on and who you want to show them to, you're ready to think about your budget. There are two things that you'll want to consider:
Your budget: Your daily budget is the amount that you set for each campaign to indicate how much, on average, you're willing to spend per day. Depending on which networks your campaign is targeting, and your advertising goals, you can determine which strategy is best for you.
To refresh your memory, here are the bid strategies that you can choose from:
1. Cost-per-click (CPC) bidding: Use if you want to drive customers to your website.
2.Cost-per-impression (CPM) bidding: Use if you want to make sure that customers see your message.
3. Cost-per-acquisition (CPA) bidding: Use if you want to maximize conversions on your website.
Learn more about setting bids and budgets»
AdWords

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Types of network

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