If you are running a website and want to maximize its efficiency, how do you decide on the right marketing strategy for your site. If you have a business that has a specific target audience such as a particular age or gender, Google Display Network can help you refine your strategy to reach your target demographics and the right audience.

So why would you want to use display ads instead of using search ads? Search ads appear to potential customers after that customer does a Google search for whatever they are looking for. Display ads appear on sites across the Google Display Network that potential customers are visiting.

So. if you decide to use targeted Display ads, where do you start? Your goal should be to find the best way to reach customers based on interest. You want your ads to reach people that are interested in your products or services. There are three main categories you should consider.

• Affinity audiences- this gives you 80 different groups that are based on people that have hobbies or interests that are similar. It could be something like “UCA Bears Fans”. You can choose which group to show your ads to.
• Custom Affinity Audiences- this gives you the opportunity to set up custom audiences with keywords or phrases. You can even add in URL’s of specific sites that your target audience would visit. This helps you customize your audience even further.
• In-market audiences- this approach allows you see customers or looking at products or services that are related to yours. You can target your marketing to these types of sites.

There are many components that go into a digital marketing campaign. Deciding where and how to place ads can be one of the most important parts of the campaign. If you are running a long term strategy, Google Display Network may be answer you need to make your targeted campaign successful.