Marketo-DG2DA
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PART V: AD TARGETING<br />
AUDIENCE-FOCUSED TARGETING<br />
Placement Targeting<br />
As a type of audience targeting,<br />
placement targeting shows your ads<br />
on specific websites that you choose.<br />
This type of targeting is particularly<br />
helpful if you know which websites<br />
your customers visit.<br />
Websites like The New York Times<br />
often offer placement targeting<br />
options since they have an active and<br />
loyal user base.<br />
With placement targeting, you can<br />
put your ad anywhere, like on certain<br />
pages. Or, you can have the ad be<br />
contextual (using the content of the<br />
page to determine if your ad is a<br />
good fit and on the same topic.)<br />
Behavioral Targeting<br />
Behavioral targeting serves ads<br />
based on the interests of a visitor.<br />
The visitor’s interests can be overtly<br />
declared—via a form fill or<br />
registration process—or they can be<br />
inferred based on browser history,<br />
like sites visited, searches, etc.<br />
With behavioral targeting, a<br />
customer’s previous online behavior<br />
determines the ads they are served.<br />
Geographic and<br />
Language Targeting<br />
Geographic and language targeting<br />
means that your ads are targeted<br />
based on the geographic location or<br />
local language of a customer. This<br />
can get surprisingly granular on<br />
some advertising platforms.<br />
For geography, advertisers can be as<br />
broad as region and country and as<br />
specific as neighborhood or zip code<br />
in a particular city.<br />
Geo-targeting is especially important<br />
for businesses that operate in many<br />
regions and want their ads to be<br />
relevant and personal for audiences<br />
in every region.<br />
In this example you see the<br />
geo-targeting capabilities of<br />
Facebook’s advertising platform,<br />
which allow the marketer to drill<br />
down to a specific location and<br />
distance radius.<br />
Facebook Ad Targeting for Geography and Language<br />
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