AdWords is a smart tool to get a greater online presence, the platform offers different way to enlarge the customer base.

The first thing to create a digital strategy using AdWords is understand the main goal of the campaign. In simple words, if for example driving sale is the goal AdWords Search can be a good solution but if branding or lead generation is the goal a Display Network campaign or YouTube campaign better suits the needs. This is a general approach: a tailored analysis is always required to create a terrific digital strategy.

Taking into consideration branding as a goal the second step is the creation of an amazing banner with an engaging message able to reflect company’s values and mission. Networks Display counts millions of users so, unless an infinite investment is not available, is important to define the audience. AdWords offers a multitude of possible targets. The focus of this post is to simplify the intricacy of targeting on Display Network.

First of all there are two main target categories:

Contextual targeting tools match ads to relevant web pages: like targeting dance-related websites if you sell dance classes.

Audience targeting tools match your ads to people who are most likely to be interested in what you’re selling: like showing your dance ads to people who are dance enthusiasts.


  • Keywords: in this case the target is based on a list of specific keywords so the ads will be shown on websites that contain these specific keywords.
  • Arguments or Topics: similar to keywords, this lets you place AdWords ads on website pages about the topics that you choose. Instead of developing a list of words or phrases, you can pick categories of information, such as “Autos and Vehicles.”
  • Placements: thanks to this targeting method is possible to choose specific urls where the ads could appear.


  • Demographic: the audience can be targeted based on specific demographic characteristic such as age, gender and parental status.
  • Interests: this targeting method allows to identify TV-like audiences on a broad scale. For example art lovers.
  • Remarketing: this option can help you reach people who have previously visited your website while they visit other sites on the Google Display Network. In this case a Google Analytics or an Adwords tag is required.
  • Similar Audience: the platform creates a greater audience list based on the characteristics of the website visitors (remarketing list). For example if visitors of my websites are for the majority ice cream addicted AdWords will create a list of users with a crazy love for ice cream.
  • Mailing List: if the mailing list of a company is particularly big and well done showing ads to these people is a great idea.
  • In-Market: the ads will be shown to people that are in the process of purchasing. For example if I’m selling furnitures a categories of users that are looking for a new house can be a good fit.