Targeting options

When you create or edit a campaign, the targeting options available for that campaign are grouped under Targeting:

Depending on what type of campaign you wish to create, different targeting options are available:

Geographical Targeting

This enables you to serve your ads only to users in specific locations that you choose.

Type at least three letters to search the locations you are looking for.
Select the locations you want to include with the check-boxes to the right.

3. You can search and select multiple locations at the same time.

4. When you are done, select Next.

Browser Targeting

Browser targeting is useful if you are trying to reach an audience using a specific browser.

Browser Language

Device Targeting

Use Device category and Operating system when you want to show your ad only on specific devices and operating systems.

For example, this campaign will only be shown on Android and Apple smartphones.

Time Scheduling

Use time and day schedules to show your ads only at specific times and/or specific days of the week.

For example, this campaign will run:

weekdays between 07:00 - 10:00 (7 AM - 10 AM)
weekends between 10:00 - 13:00 (10 AM - 1 PM)

Frequency capping

By frequency capping, the campaign attempts to limit the number of times your ads are shown within a time period. The goal is to avoid over-exposure of the same ad many times to the same user. This technology is browser and cookie based, it works well on mobile and personal desktop devices.

Frequency tracking works less well on shared devices such as Web TV, streaming services and on devices where users have turned off their cookies or limited their ad options.

Frequency capping often works well on personal devices. But your ads might not be shown on shared devises, streaming services, WebTV etc.

Age Targeting

Ages are divided in age groups.

It is good to know that in average only 10% of users of a website are identified with age. It means by selecting specific age groups, you risk limiting your potential audience by 90%. In short, fewer people see your ads. So please be aware of the fact that when you select age groups, even if you select all groups, your ads will only be shown to audiences with identified age.

IMPORTANT
By selecting specific age groups you are limiting your audience to only those with identified age. This is important because even if you select all options, age targeting can actually work against you.

An example:
100.000 people are potential viewers of a page.
8.000 of these are identified as 19 to 24.
5.000 are identified as 25 to 34.
5.000 are identified as 35 to 44.
1.000 are identified as 45 to 54.
800 are identified as 55 to 64.
200 are identified as 65 and over.
80.000 are not age identified.

Even if you select all age groups, you are still limiting your audience to only those with identified age. In this example it means your ad will only reach 20.000. Your ad will not be shown to the 80.000 who are not age identified.

If you wish to reach all 100.000, don’t select any age groups.

BOTTOM LINE
If you wish your ads to reach everyone, regardless age, don’t use Age Targeting.

Gender Targeting

Gender options for targeting are usually divided into Female and Male. Sometimes you can see Other as a gender option which can represent identified users who’s gender is either not identified or unknown.

Similarly like Age Targeting, in average only 10% of users of a website are identified with gender. It means by selecting specific gender, you risk limiting your potential audience by 90%. In short, fewer people see your ads. So please be aware of the fact that when you select gender, even if you select all genders, your ads will only be shown to audiences with identified gender.

IMPORTANT
By selecting Male and/or Female you are limiting your audience to people with identified gender. This is important because even if you select both options, gender targeting can actually work against you.

An example:
100.000 people are potential viewers of a page.
10.000 of these are identified as Male.
15.000 are identified as Female.
75.000 are not gender identified.

If you want your ad to be shown only to men or women, select Male or Female.

Now, if you want your ad to be shown to everyone, this is where is gets a little tricky. If you select both options Specific: Male and Female, you are still limiting your reach to an audience with identified gender. In this example it means your ad will only reach 25.000. Your ad will not be shown to the 75.000 who are not gender identified.

If you wish to reach all 100.000, don’t select specific genders.

BOTTOM LINE
If you wish your ads to reach everyone, regardless gender, don’t use Gender Targeting.

Advanced Targeting

Other targeting options might be available for you. Depending on the websites where you wish to show your ads, these options might vary.